TABLE 3.5 How Data Can Reduce Uncertainty and Improve Accuracy and Performance Business Uncertainty Business Impact and Value What will be monthly demand for Product X Knowing demand for Product X means knowing how much to order. over each of the next three months? Sales quantity and sales revenues are maximized because there are no inventory shortages or lost sales.Expenses are minimized because there is no unsold inventory. Which marketing promotions for Product Y Knowing which marketing promotion will get the highest response rate are customers most likely to respond to? maximizes sales revenues while avoiding the huge expense of a useless promotion.