MIT SCM Symposium 2024

Key Opinion Leaders (KOLs) or influencers are known to significantly impact consumer demand, occasionally triggering unprecedented spikes. As a result, it has become increasingly important for companies to use KOLs to boost their sales and, more importantly, accurately forecast sales and effectively manage inventory levels. In collaboration with a leading company in the fast-moving consumer goods (FMCG) industry who utilizes KOLs to promote products during live streams, we aim to analyze the underlying features that influence the effectiveness of these events and build a model that forecasts future demand. We first start with qualitative analysis and then proceed with statistical analysis to describe the key features that drive sales for live stream events. The results of our study quantify the impact of KOLs on sales and provide insights demonstrating what features drive their effectiveness. Ultimately, this information will help our sponsor company refine their planning process, support top-line growth, and minimize excess inventory.