LCP can help you quantify and manage the degree of risk within the marketing plan.
The LCP Marketing Analytics team have developed an innovative method to determine the trade-off
between marketing risk and return on marketing investment.
Without taking risk into account, it is not possible to know which marketing plan is best.
It is possible to identify scenarios which will reduce exposure to risk and lead to greater returns.
Take this example
We can see the Likely revenue 
for the coming year,
the Target revenue 
of the business and the
“worst case” forecast 
. The “Revenue at Risk”
within this forecast is the Target revenue less the “worst case” forecast. By evaluating the “Revenue at Risk” for various
scenarios, it is possible to identify scenarios which will reduce exposure to
risk and lead to greater returns.
By quantifying the likely values for forecast revenue for a given sales and marketing plan,
we can help you answer key questions such as what is the:
