Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

TradeSmart Webinar 11-24-15 slideshare

288 views

Published on

TradeSmart Trade Promotion Intelligence. How to move from Trade Promotion Management to Trade Promotion Optimization and increase Trade Spend ROI.

Published in: Data & Analytics
  • Be the first to comment

  • Be the first to like this

TradeSmart Webinar 11-24-15 slideshare

  1. 1. Turning Data into Actionable Information TradeSmart, Trade Promotion Intelligence There’s No More Excuse For Poor Performing Promotions Janet Dorenkott 440-899-3296 x225 janetd@relationalsolutions.com Karen Kurtzweil x239 karenk@relationalsolutions.com
  2. 2. Confidential - for limited circulation only “Top 10 Companies on the Move” BlueSky Integration Studio “Best at integrating POS with Internal data” Weatherhead 100 Fastest Growing Businesses First Release of Oracle Developer of the Year Data Warehouse & BI Consulting 1996 - 98 1999 - 01 2002 – 04 2005 - 06 2007 - 08 2009 - 10 2011 – 12 2013-2015 “Data Warehouse of the Year!” BlueSky “Coolest New Technologies” DataStage ETL Best Implementors Award Company Background Informatica’s Partner of the Year Selects POSmart to embed in DSR Partnering to support DSMi 2014 NEO Software Assn. “Best Software”
  3. 3. Confidential - for limited circulation only Lowes Kroger Costco Shipments Other POS data EDI/FF/txt/Access, etc Wholesaler/Dist Nielsen Submit Reports Most time spent gathering disparate data •G ather ing •Cleaning •Integr ating •Justifying ? Inconsistent reports lead to questionable decisions Carrfore Wal-Mart, Shiloh Retail Link, EDI/AS2 ? ? ? ? ? ? The POS Data Dilemma Ahold IRI
  4. 4. Confidential - for limited circulation only • G a t h e r i n g • C l e a n i n g • I n t e g r a t i n g • J u s t i f y i n g What Makes CPG Data Cleansing So Challenging? Property of Relational Solutions, Inc. By Janet Dorenkott June 2015 Big Data, Omni-Channel & New Data Sources End User Requests Change Data Frequency is Inconsistent Data Formats Vary From Source to Source You Are at the Mercy of Retailer Decisions Constantly Changing Conditions POS is Not Always Available & May Cost Money Everyone Wants to See Data Differently Different Sources? Different Reliability Every Retailer Provides Different Data Elements Lack of Integration & Manageability
  5. 5. Confidential - for limited circulation only Every Retailer & Data Provider gives Different Data Elements Date Time Units Price Store # In Transit OH Inv OH Qty In Warehouse On Order 9/16/2015 08:12:00 150 $3.20 #442 30 20 10 20 50 Date Time Units Store # 9/16/2015 10:14:06 122 #210 Retailer A Retailer B
  6. 6. Confidential - for limited circulation only Aligning Different Week Start & End Dates Monday Tuesday Wednesday Thursday Friday Saturday Sunday Sunday Monday Tuesday Wednesday Thursday Friday Saturday Saturday Sunday Monday Tuesday Wednesday Thursday Friday
  7. 7. Confidential - for limited circulation only Different Sources, Different Formats EDI 852 EDI 867 SAP Retailer Portals AS2 Oracle TXT SQL Excel CSV How Do I get all these sources into 1 common database type? FTP Access
  8. 8. Confidential - for limited circulation only Different Sources, Different Reliability Missing Data EDI Inconsistencies UPC Issues Portal is Down Re-Casts • Data was supposed to come in from CVS today! Where is it? • RetailLink is down! • Walgreens is padding UPC codes in the front with 2 digits! • Food Lion is padding UPC codes in the back with 1 digit! • Kroger wants us to buy data from Market 6! • Dollar General was missing 2 days from last month! • Target EDI came in 4 hours late!
  9. 9. Confidential - for limited circulation only Different Retailers & Data Providers, Different Hierarchies Internal Category Brand Sub-Brand Item Product # Retailer A Category Sub- Category Brand Product # Product ID Sku Retailer B Category Sub- Category Item # Item Name Sku
  10. 10. Confidential - for limited circulation only Frequency of Feeds Vary EDI Daily Syndicated Data Monthly ERP Data Every Second Currency Conversion Daily Daily POS Once a Month RMA Annually Plan Data When Available Weather Trends Quarterly
  11. 11. Confidential - for limited circulation only Constantly Changing Market Conditions New Competitors New Retailers Trends New Laws Acquire a Company Economy Management Direction National Conditions Natural Disaster New Corporate Direction Retailers Partners Company switches data providers The company adds a new data source Retailer Contracts New CEO
  12. 12. Confidential - for limited circulation only You Are Subject To Retailer Decisions Make Portal Changes Start Sending Inventory New POS Source Category Focus Changed New Buyer Update Contract Restrictions Policy Changes More Data Offered Opened New Stores Acquired Another Retailer
  13. 13. Confidential - for limited circulation only End User Requirements Change I Need to see Target compared to Walmart Include Shipments in this Report How do I compare my sales with plans? We just bought new demographic data I need to calculate potential impact I upgraded our Nielsen contract We switched from SAP to Oracle I want to compare this with weather trends I want to compare POS from the retailer with POS from IRI
  14. 14. Confidential - for limited circulation only POSmart Consistency • Easy Access to Information • Improved Productivity Streamline Data Gathering Synchronize, Integrate & Validate POS Wal-Mart/Shiloh EDI /AS2/Retail Link Promo/Forecasts Costco Nielsen Shipping Target IRI Carrfore EDI, AS2 Walmart Wholesaler/Dist Kroger/Market 6/ RSI/DunnHumby Productive Meetings Integration & Harmonization
  15. 15. Confidential - for limited circulation only Military, Distributor Budget 3rd Party GL Forecasts Reports Scheduled & Cached Shipments SourcesRetailers WalMart Home Depot Costco Kroger/DunH Meijers Sam’s Distributors POSmart Integrate, Validate, Synchronize & Manage BlueSky Over 200 KPI’s Or Other BI Tool DW POS Integrator BIS EDI, Text, Flat Files, Access, Retail Link, Partners SAP, JDE, DB2, Oracle, JDA Users access via web 3rd Party Data: AC Nielsen/IRI Spectra/NPD, Market6, RSi Forecast Shipments, Promo, Vendor TradeSmart POSmart “Smart” Architecture OtherTPM BlueSky Analytics Power User BlueSky Viewer Casual Users or BlueSky XL Users Control Center
  16. 16. Confidential - for limited circulation only TPM - TPO or TPI/TPA TPM  The upfront process of creating trade promotion plans. Applications include home grown solutions, SAP TPM, Siebel, Demantra, etc.  Weakness – Very little exposure to success factors – Relies on sales rep “hunch” factor – Little understanding of actual outcomes – Lacking true ROI analysis TPO  Choosing trade promotional activities & timing to predicted results & objectives.  “What if” Analysis  Learned Analysis  Only 1% of all CPG companies are actually implementing TPO – Low adoption rate due to skipping TPI. Complexities of gathering, harmonizing feeding back trade spend information TPI / TPA  A Necessary Step between TPM & TPO  Leverages an enterprise architecture.  Automates the integration & harmonization of various trade components  The intersection of plans, shipments and consumption as it relates to trade promotions  The ability to accurately analyze the outcomes of trade promotions including true ROI  The ability to understand whether or not promotions were properly executed and the amount of retail compliance  Provides a repository for all historical, multi-year analysis  Ability to feed results to other systems  Makes TPO Possible & Successful!!! TPI GAP
  17. 17. Confidential - for limited circulation only What is TradeSmart?  TradeSmart leverages the Smart Solution Architecture with the automation, integration and harmonization of various trade components  Promotion Automation and Analytics solution.  The intersection of plans, shipments and consumption as it relates to trade promotions  The ability to accurately analyze the outcomes of trade promotions and compare to planning expectations across all retail segments  The ability to understand whether or not promotions were properly executed and the amount of retail compliance  The common repository for all historical promotions which enables multi-year analysis/comparison of trade spend initiatives  The ability to feed results to other systems – planning, supply chain, predictive, merchandising, etc.  TPI – Trade Promotion Intelligence
  18. 18. Confidential - for limited circulation only Automate Integration & Harmonize into Data Model Plan Improvement Trade • Shipments • Products • Plans • Syndicated BlueSky PromoPro • Planning Data • Shipments • Consumption • IRI • AC Nielsen • POS • Master Data • Forecast Data • COGS • Other Source Data Capture Disparate & Complex Source Data TradeSmart Solution Architecture Relational Solutions, Inc. BIS TradeSmart Designed for fast access, Powerful Analytics, Easy KPI Dashboard
  19. 19. Confidential - for limited circulation only Rule-based system. Allows for a streamlined process where ROI calculation is consistent and accurate Process driven capabilities allowing visibility to non-compliant events Insight into planned spending to retail execution by event or product is visible up the hierarchy Uses cost information to understand your true margins and contribution Provides visibility to historical pricing to protect against margin erosion Knowing “sell-through” and supply chain visibility by incorporating shipments Benefits of TradeSmart
  20. 20. Confidential - for limited circulation only Benefits of TradeSmart (Cont.) • ROI: Measures effectiveness/efficiency of a trade promotion event • Promotion Effectiveness Index: Which promotions generate the largest incremental gains • Incremental Weeks: Promotion generated x additional weeks of sales • % Lift: Promotion drove x% increase in sales • Promotion Efficiency: % of promoted volume that was incremental to the brand/PPG • % Sell Through: Remaining inventory affects event ROI and forward buy. • Promo Event Tactics Analysis – Results indicate potential revisions to tactical mix to improve ROI. • Purchase Frequency Analysis: Optimize promo event timing, compliment the product life cycle.
  21. 21. Confidential - for limited circulation only -Understand ROI for Wholesaler and Retailer -Know that Events are working for BOTH you and the customer. -Create Win-Win during JBPS (Joint Business Planning Sessions) with Retailers Relational Solutions, Inc. Winner for Retailer but not Supplier Winner for Supplier but not Retailer BlueSky Report for JBPS
  22. 22. Confidential - for limited circulation only Follow our Relational Solutions Training Blog http://www.relationalsolutions.com/blog Join Demand Signal Repository Institute Group on Watch our Training & Video’s on  Relational Solutions Channel Follow POSmartBlueSky & JanetAtRSI on Follow Relational Solutions on Like Relational Solutions on Contact Janet Dorenkott 440-899-3296 x225 Janetd@relationalsolutions.com Connect with Janet on Stay Connected & Informed!

×