Forecasting has been around for a long time, and with recent advances in statistics + mathematics (i.e. analytics) there are a plethora of algorithms any manager can apply to develop forecasts. Yet, firms struggle to forecast with accuracy (a) Why do you think it is so difficult to accurately forecast even with such advances in forecasting techniques? (b) Please identify one applications of analytics for forecasting (traditional methods or machine learning methods) at any firm (based on a web search) or at your firm (based on your experience) and share it