Can Google Trends Improve Your Sales Forecast?
展示如何利用谷歌趋势中的客户搜索数据来降低销售预测误差，基于与一家在线零售商的合作，验证了将搜索数据加入时间序列模型能改善样本外预测效果。
In this issue, Cui et al. ( 2018 ) show how the quantity and quality of user‐generated Facebook data can be used to enhance product forecasts. The intent of this note is to show how another type of user‐generated content—customer search data, specifically one obtained from Google Trends—can be used to reduce out‐of‐sample forecast errors. Based on our work with an online retailer, we bolster Cui et al. ( 2018 ) result by showing that adding customer search data to time series models improves out‐of‐sample forecast errors.