“…Empirical studies of forecasting accuracy show that predicting important business outcomes is challenging (Durand, 2003). The average absolute percentage error, i.e., (forecast -outcome) / forecast, in forecasts of macro-economic quantities (e.g., inflation, exchange rates, unemployment) by economists and analysts is about 20% (Armstrong & Collopy, 1992). Forecasts about demand and product success are even less accurate, with an average absolute percentage error of close to 50% (Fildes, Goodwin, Lawrence, & Nikolopoulos, 2009).…”