Next Generation Demand Management

About the Author

As Advisory Industry Consultant and Consumer Packaged Goods (CPG) Team Lead for the Global Retail/CPG Industry Practice at SAS Institute, Charles Chase is a thought leader and trusted adviser for delivering demand-driven solutions to improve SAS customers' supply chain efficiencies. Chase has more than 20 years of experience in the CPG industry and is an expert in demand forecasting and planning, market response modeling, econometrics, and supply chain management.

Prior to working as Advisory Industry Consultant, Chase led the strategic marketing activities in support of the launch of SAS Forecast Server, which won the Trend-Setting Product of the Year Award for 2005 by KM World magazine. Chase launched the SAS Demand-Driven Planning and Optimization Solution in 2008, which is being used by more than 100 large corporations globally. He has also been involved in the reengineering, design, and implementation of three forecasting/marketing intelligence process/systems. He has previously worked for the Mennen Company, Johnson & Johnson, Consumer Products, Reckitt & Benckiser, the Polaroid Corporation, Coca Cola, Wyeth-Ayerst Pharmaceuticals, and Heineken USA.

Chase's authority in the area of forecasting/modeling and advanced marketing analytics is further exemplified by his prior posts as president of the International Association of Business Forecasting, associate editor of the Journal of Business Forecasting, and chairperson of the Institute of Business Forecasting ...