David Bui's Category Analytical Skills

1. •Category management specialist in syndicated, panel,
demographic, and store level analytics
•Expert in analyzing and making actionable recommendations
•Experience in driving sales and analyzing business across
channels in Food, Drug, Mass, Food Service, and Walmart,
while leveraging Nielsen, Homescan, Spectra, and Retail Link.
•Over 7 of years experience in
category management:
•Crossmark
Key roles and accomplishments in the following disciplines:
dbui72@yahoo.com
Rogers, Ar 72756
David Bui’s Profile
•Crossmark
-Business Analyst
•Nielsen
-Nielsen Associate Client
Manager
-Spectra Client Service
Manager
•Bimbo Bakeries
-Texas Category Analyst
•Acosta Sales & Marketing
-Category Analyst
Key roles and accomplishments in the following disciplines:
•Segmentation & Clustering
•New product introduction, new distribution, & product
reinstatement
• Client consultation & category advisor
•Strategy and tactical recommendations using analytics
•Plannogram and space planning
• Presentation development and report creation
•Training and development
•Business Administration: Double Major in Marketing &
Management –University of North Florida

2. Some Of Testimonials From LinkedIn……………..
“David Bui represents the future of analysts that provide insights to suppliers for Walmart to develop new business and
nurture existing relationships. His research and analytics have helped a variety of manufacturers across multiple
categories including perishable food, dry goods, soft lines, and hard lines. I met David in 2008 when seeking an analyst
that could handle the demands of a broker organization's clients and provide more than data pulling. David impressed
me with his knowledge of non-Walmart accounts, as well as his thought leadership around telling a story to develop
business. David's performance always exceeded expectations and he left no rocks unturned and no task incomplete. He
is a gentlemen and wonderful personality to have on a team. David will do great things for years to come...will it be for
you?” December 6, 2010
Kristopher Widener, Division Manager, CROSSMARK
managed David at CROSSMARK
“David has been working on my product lines since 2009 and he has delivered above and beyond my expectations. His
detailed analysis has allowed my company to regain distribution at Walmart. Through the use of Homescan and syndicated
data, David developed meaningful insights aligning our consumer to Walmart's core shopper. All recommendations presented
to my buying teams were acted upon. David has the ability to listen to my needs and create a working template that weto my buying teams were acted upon. David has the ability to listen to my needs and create a working template that we
collaborated on to come up with the best positioning for my brands and Walmart.” May 31, 2010
Top qualities: Great Results, Expert, High Integrity
Robert Blake
hired David as a Sales Analyst in 2009
“David is insightful and diligent and strives to help create insightful answers, not just data tables. His people orientation
makes him effective across multiple departments” May 5, 2009
Top qualities: Great Results , Personable , Expert
David Garrett
hired David as a Business Consultant in 2006
“David Bui is awesome! When he was my client service manager for Spectra/Nielsen, he provided excellent service at a great
value. He was extremely creative in being able to get us the information we needed within the limits of our contract. To top it
off, he is the type of person that gets along with everyone and is a joy to work with.” May 5, 2009
Top qualities: Great Results , Personable , High Integrity
Lola Copeland
hired David as a Marketing Analytics in 2007

3. Promotional Display Monitoring
•Created new template to show
execution, velocity by item, &
shipment to sales gap
•Utilizing Retail Link to monitor
current display volume and sell thru
by week
X
X X X
X
Retail Link Analysis Examples & Application
X
X
X
Test Program Evaluation
•Created: WM program analysis, in
the absence of year ago sales and
coming into peak season that
nullifies any prior period analysis
•Growth gap between groups going
into peak season on another slide

4. Traited Distribution Gap
•Created chart to visualize the gap
against the top traited item for a
brand block across all items
•Close gap vs all other stores not
traited from the most distributed
item
Maximizing Opportunities With Retail Link
X
Recommendation Of Stores
•Rank stores with target index of top
Retail Link stores and Spectra profile
of category or national brand
demand index
•Map stores and bucket opportunity
stores by Walmart DC

5. Brand Hi-Med-Lo
Recommendation
Brand Hi-Med-Lo
Recommendation
•Created slide to show the Walmart
brands comparable Rest of Market
performance to classify brands for an
assortment mix recommendation
•Recommendation is to eliminate
brand duplication & up new products
Making Recommendations
Clustering Stores To Target
•Store level recommendation from
Spectra and national brand profiles
•Works best with categories and
brands with distinct demographics
attributes based on ethnicity, income
extremes, and niche products

6. Finding Opportunity vs ROM
•Created very complex excel
workbook to benchmark RL brand
performance vs brand & category in
Rest Of Market
•Traited vs remaining WM stores in
each market and classify markets
Incorporating Nielsen With Retail Link(RL)
Assortment Mix
•Created: Defining highest
opportunity and assortment mix
using Nielsen volumetric data
•Use to show that Walmart is
disproportioned to Rest of Market
sales

7. CDI, BDI, & DI Market Class
•Utilized for strategic market
classification for expansion,
marketing investment, and retail
support
•Compliments volumetric market
rank
Strategic and Tactical Spectra Application
Defining Best Store
Characteristics
Defining Best Store
Characteristics
•Utilizing Retail Link top sales stores
with Spectra to find the most
common traits as a cluster aggregate
•Create a target from the key traits
to benchmark each Walmart store to
find additional distribution
X

8. Demographic
•Utilize Spectra and MapPoint to find
stores with the highest
concentration of Hispanics for
product
•Overlay county density vs store
location
Evaluating Stores Based On Spectra
Evaluating Over vs
Underperforming Stores
Evaluating Over vs
Underperforming Stores
•Map unit sales by county and
classify Walmart stores by target
index from top selling stores
•Create a quadrant as next steps
•Perform proximity report for
competitive retailers, 5mile effect

9. Walmart Shoppers Share Of $’s
•Homescan report to show the
allocation of Walmart’s category
shoppers across retail competitors as
an aggregate
•Resonance very well with Walmart
buyers that I presented to
Making It Relevant To Walmart Buyers
Competitive Retailer
Comparison
Competitive Retailer
Comparison
•Created to show the importance of
a segment within the assortment as
it relates to competitive retailers
•Benchmark own Retail Link $ share
assortment to show where Walmart
business is lacking