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Capacity planning in marketing
Applied Marketing Analytics: The Peer-Reviewed Journal,
6
(4),
324-343
(2021)
Abstract
Capacity management is the process of optimising production in line with fluctuating demand for products and services in order to reduce wasted capacity. Simply put, it aims to make optimal use of essential resources while minimising the use of nonessential resources. To this end, the key is to balance the right number of users and the right performance at peak usage to ensure a great end-user experience. This paper explores a capacity planning solution that can predict upcoming costs with advanced predictive analytics and forward-thinking what-if scenario modelling that can produce a healthy return on investment as well as help companies go green.
Keywords: capacity planning; real-time monitoring; AIOps; hyperautomation; application demand modelling; cloud bursting; predictive resource scaling; predictive analytics
The full article is available to subscribers to the journal.
Author's Biography
Andrew Pearson is the Managing Director of Intelligencia Limited, a leading implementer of artificial intelligence, business intelligence, data warehousing, data modelling, predictive analytics, data visualisation, digital marketing, mobile, social media and cloud solutions for the gaming, finance, telco, hospitality and retail industries. He has a degree in psychology from UCLA, and has worked in such sectors as IT, marketing, mobile technology, social media and entertainment. He writes on a variety of topics, including mobile media, social media, predictive analytics and cloud technology, and his work has appeared in numerous magazines and journals.
Citation
Pearson, Andrew (2021, March 1). Capacity planning in marketing. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 6, Issue 4. https://doi.org/10.69554/PUDC2801.
© Henry Stewart
Publications LLP
Publications LLP