Something agencies get to deal with, _a lot_: can you give me an estimation of the amount of reach, clicks, engagement, … we’ll receive. Well… we don’t. Even when we have some experience with these digital and fresh channels, … we know how to act upon their data and results, yet we can’t forecast them without taking in account as much factors as possible.
Below a good example of my own mobile smartphone data of the last few years. 2015 spiked and this forecast is only based on time and mobile data. So it can’t be right!
Forecasting is hard, and especially with only a few factors available.