Using Singular Spectrum Analysis for new product development forecasts

In this paper, we discuss the application and the efficiency of Singular Spectrum Analysis (SSA) technique in the new product development predictions. These predictions may be about the data of a new product in its prelaunch period, or may be about a rather old product while the marketing managers are deciding about when and what kind of reactions should be done. The SSA technique is a powerful technique of time series analysis incorporating the elements of classical time series analysis, multivariate statistics, multivariate geometry, dynamical systems and signal processing. The SSA method is run on a case study which shows the ability of producing very good forecasts that may considerably help the marketing managers in their NPD projects.