Data surrounding consumer behavior, spending trends and channel effectiveness should all be looked at, in addition to crisis-specific information.

Talbot: How if the marketer that is strategic the distinction from a short-term sales spike and a longer-term sales trend?

Bachmann: While organizations will work to modify their output against short-term consumer demand, many marketers will work to modify their plans for longer-term projections. 

Some expect that consumers may well not return exactly with their habits that are prior the outbreak has passed. When Faced with disruption and uncertainty, we recommend leveraging advanced analytics to support decisioning and reduce risk that can be run against a true quantity of possible scenarios.