Post Event analytics data integration challenges, Marketing analytics, Data Integration, Promotion Planning, Data integration, tableau,

1. Trade Promotion Management System
Six focus Areas of TPMS:
1. Sales forecasting
2. Promotion planning and budgeting
3. Predictive modeling/optimization
4. Promotion execution and monitoring
5. Settlement
6. Post event analysis
Our Focus Area: Post Event Analytics

2. TPMS Cycle
Source: http://www.promaxtpo.com/trade-promotions/

3. Ecosytsem TPMS
Source: sap.com

4. Automating PEA advantage
Improve
JBPS
Shipment Plan Other
COGS POS
Trade
Spend ROI
Manage and Control Promotion Trade funds. Second highest line item after COGS.
Due to manual effort coverage is 5-10% (promotional events, retailers, suppliers)

6. Reasons for Automation TPMS
Coverage More
Retailers
Promotions
effect?
Depth Improved
JBPS
Streamlined
efficiency
JBPS (Joint business Planning Solution ): is just Example

7. Reasons for Automation TPMS
Competitive
Analysis
• Market Research
3rd party
• Other Data sources
• Internal Data
JBP
• Account Team
• Retails partner

8. Complexity integrating PEA data
Retailers
Syndicated
Data Provider
Internal data
• formats
• granularity
• Neilsen
• IRI
• Planning data
• Distributors

9. Complexity integrating PEA data
Each Retailer POS data have differences in Following areas:
1. Different file system
2. Data provider
3. Often data by portal access.
4. EDI files (Non standardized)
5. Flat files
6. Different data Content ( retailer 1: Inventory data,
retailer 2: no inventory data)
7. Granularity of data (Store level, item level, Weekly brand
level
8. Timings/frequency: Weekly, Monthly, Daily quarter level.
9. Data served directly or through 3rd party (IRI,Neilsen)

10. Complexity integrating PEA data
10. 3rd party issue: Delay, hierarchy, Calendar issues.
11. Enriched data: Matrix, Formulae
12. Emerging market Data different from US data
(format,data type, tech sophistication of sender, retailer
size,product sold, consumer quantities, no cash register
(uploaded to central server in nightly updates)
13. Demand Signal Register
14. POS may have only order detail or shipping detail.
15. Mobile App #  Distributor  Manufacturer
16. Order: Mobile, email, flat file.
17. Integrating loyality data, Market Basket.