How to course-correct for achieving company sales targets, when things don't go as expected?

You might experience cases throughout your continuous campaigning, where you need to course-correct ongoing activities, in order to achieve set sales targets for the total company. These cases could occur when your media investments are performing as predicted, contributing a certain amout to the total company sales target, but other factors (other positive/negative sales drivers than media) do not have the expected impact on sales.

In this case, your media investments are actually performing as expected, but one or more of the other sales driving factors are not. When you first plan your media investments, you may have set a media sales target based on a fair contribution to the overall company sales target (see How to set media sales target for target based prediction for details). But looking at the progress of the total company sales, it seems clear, that you are not progressing as expected:

The Total Sales KPI (situated to the right just below the timeline in the Overview area) shows the total company sales progression for the period in question (The case here could be: at this point in time, your your company should have generated 75K Subscribers instead of just 66.6K)

If this is the case, you may want to drill down into the performance of the different sales drivers, to see which are performing as expected and which are not:

The expanded Total Sales KPI shows the positive and negative contributions from different factors, to you total company sales. In order to understand which drivers are not performing as expected, you need to compare this drill-down with the performance of other similar periods, to understand the discrepancies that have arisen for which dimensions.

Now, in order to course-correct your media investments, to make up for unexpected progress on other factors, the proper approach would be the following:

1. You initiate a new target based prediction prediction (see Introduction to predicting a new campaign)
2. You select the remaining campaign period (time left until you have to reach your target)
3. You add the target volume for the remaining period. This is the tricky part, as the target should be the remaining media sales target + the difference between the espected total sales outcome and the target total sales outcome.
   1. Example: let's say, that the total media target for the period in question was 30.000 subscribers, and the total company sales target was 80.000. Up until now you may have generated 25.000 subscription from media (as predicted), but other non-media factors have only contributed with 41.600, bringing you to a current total sales of the 66.600 subscription. But at this point, you should have been at 75.000 subscribers in total, and your non-media contribution should have been 50.000. This means, that you will come up at least 8.400 short, if you don't course-correct (the expected non-media contribution so far, of 50.000, minus the actual non-media contribution so far).
   2.  So, in order to course-correct, you need to input 13.400 as the sales target for your prediction (the remaining predicted media sales + the remaining sales that should have come from from non-media factors)
4. You then map out which insertions cannot be changed/reallocated at this point of your campaign (some media bookings will not be able to be changed as they are either committed or physically bound with the media vendor (e.g. you can't cut your investment for a Magaizine add, when the Magazine is already on the street etc.)
5. You add the remaining investments of those unchangeable media bookings, for the period in question, as constraints to a new target based prediction prediction
   1. Example: you had a total period investment planned on out-of-home media of 400.000, of which 250.000 are executed and 150.000 remain. You then constrain the new prediction with min. 150.000 in spend on out-of-home media (you set the constraint as a "min" constraint, as you don't want the keep HamiltonAI from allocating more to OOH if deemed efficient).
6. The prediction result will provide you with a new media recommendation (keeping all the already booked investments, that cannot be changed), while providing optimal additional media investments, to make sure your company reach the total sales target