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An insurance company wants to start campaigns for its new products to be sold to the prospective customers. Campaign means advertising of the products through channels like Tele marketing, letters, signboards, TV Commercials, etc.

There are different campaigns for different products and there is a specific period for each campaign. Before the campaign starts, estimates are made on sales to be achieved, budget allocation for each campaign and variance allowed (%) both for sales and budget. When the actual data is captured, the actual variance(%) is calculated.

The difference between the actual and the estimated variance gives the insurance company an insight into their estimation and it helps in making strategic decisions about budgets