| Abstract: | A crucial challenge for telecommunications companies is how to forecast changes in demand for specific products over the next 6 to 18 months—the length of a typical short-range capacity-planning and capital-budgeting planning horizon. The problem is especially acute when only short histories of product sales are available. This paper presents a new two-level approach to forecasting demand from short-term data. The lower of the two levels consists of adaptive system-identification algorithms borrowed from signal processing, especially, Hidden Markov Model (HMM) methods [Hidden Markov Models: Estimation and Control (1995) Springer Verlag]. Although they have primarily been used in engineering applications such as automated speech recognition and seismic data processing, HMM techniques also appear to be very promising for predicting probabilities of individual customer behaviors from relatively short samples of recent product-purchasing histories. The upper level of our approach applies a classification tree algorithm to combine information from the lower-level forecasting algorithms. In contrast to other forecast-combination algorithms, such as weighted averaging or Bayesian aggregation formulas, the classification tree approach exploits high-order interactions among error patterns from different predictive systems. It creates a hybrid, forecasting algorithm that out-performs any of the individual algorithms on which it is based. This tree-based approach to hybridizing forecasts provides a new, general way to combine and improve individual forecasts, whether or not they are based on HMM algorithms. The paper concludes with the results of validation tests. These show the power of HMM methods to forecast what individual customers are likely to do next. They also show the gain from classification tree post-processing of the predictions from lower-level forecasts. In essence, these techniques enhance the limited techniques available for new product forecasting. |
