Interim Period

The interim period is the gap between the end of available historical data and the start of a new scenario.

For instance, if sales data is only accessible up to August 2019, but planning for 2020 begins in January, the period from September 2019 to December 2019 serves as the interim period.

Related resources

Keen's "2024 Performance Insights & Strategic Investment Guide," open to Chapter Seven, "Media Channel Performance," discusses where marketers should reallocate their budgets for improved ROI.
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