In this environment, companies that slip up – even if it’s simply failing to match customer tastes – can no longer count on their good names to carry them through. It is extremely important to keep a pulse on the market to understand what consumers are doing. Aligning existing customer information with sales and promotion analysis will assist in understanding how the organization's products are selling in the marketplace.

Consumers tend to purchase products the same way over time. Forecast of sales of target products can be made against sales of other products. This will aid in budget forecasts, quotas, and supply chain requirements.