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Capacity planning in marketing

Author

Listed:
  • Pearson, Andrew

    (Intelligencia Limited, Hong Kong)

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.

Suggested Citation

  • Pearson, Andrew, 2021. "Capacity planning in marketing," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 6(4), pages 324-343, March.
    • Handle: RePEc:aza:ama000:y:2021:v:6:i:4:p:324-343
    as

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    More about this item

    Keywords

    capacity planning; real-time monitoring; AIOps; hyperautomation; application demand modelling; cloud bursting; predictive resource scaling; predictive analytics;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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