The panelists discussed challenges with analyzing trade promotion data from multiple sources and integrating that data to generate insights. Typical issues include data quality problems, lack of integration across systems, and different data definitions. Moving to a more data-driven approach requires aligning data, implementing trade promotion management systems, and incorporating additional data sources like POS. This allows generating insights to optimize promotions, identify issues, and stimulate collaboration across organizations. Panelists described their journey to a more integrated, data-driven approach to improve out-of-stock rates, financial controls, and retail execution.
Lean Analytics for Intrapreneurs (Lean Startup Conf 2013)Lean Analytics
Lean Analytics for Intrapreneurs workshop by Alistair Croll, based on Lean Analytics book and research done with dozens of large organizations on how they're using data, analytics and Lean principles to innovate and improve.
How life-event data can improve & protect your marketing in a post-GDPR worldPaul Laughlin
Understanding the role of life-event data and life-event marketing in both improving marketing effectiveness and protecting consumer interest/reach following GDPR enforcement. Sponsored by Royal Mail Data Services and MyCustomer.com
Deloitte’s ninth annual back-to-school survey reveals the latest trends likely to impact spending in the 2016 school season. With school supplies, clothing, and backpacks at the top the list, find out when and where will consumers shop, how much they will spend and on what products, how digital technologies will influence shopping behavior, and more. http://www2.deloitte.com/us/en/pages/consumer-business/articles/back-to-school-survey.html
The enterprise marketer's playbook: Building an integrated data strategy.
An integrated data strategy can help any business see customer journeys more clearly ― and then give customers more relevant ads and experiences that get results. So why doesn't everyone have such a strategy? We look at what sets the marketing leaders apart.
Let marketing data be your guide
If you've ever felt too swamped by data to find the customer insights you need, you're not alone. But there's a new and better approach to gaining deeper audience insights: building an integrated data strategy.
Read this report to learn how:
86% of senior executives agree that eliminating organizational silos is critical to expanding the use of data and analytics in decision-making.
75% of marketers agree that lack of education and training on data and analytics is the biggest barrier to more business decisions being made based on data insights.
Leading marketers are 59% more likely to use digital analytics to optimize the user experience in real time.
Lean Analytics for Intrapreneurs (Lean Startup Conf 2013)Lean Analytics
Lean Analytics for Intrapreneurs workshop by Alistair Croll, based on Lean Analytics book and research done with dozens of large organizations on how they're using data, analytics and Lean principles to innovate and improve.
How life-event data can improve & protect your marketing in a post-GDPR worldPaul Laughlin
Understanding the role of life-event data and life-event marketing in both improving marketing effectiveness and protecting consumer interest/reach following GDPR enforcement. Sponsored by Royal Mail Data Services and MyCustomer.com
Deloitte’s ninth annual back-to-school survey reveals the latest trends likely to impact spending in the 2016 school season. With school supplies, clothing, and backpacks at the top the list, find out when and where will consumers shop, how much they will spend and on what products, how digital technologies will influence shopping behavior, and more. http://www2.deloitte.com/us/en/pages/consumer-business/articles/back-to-school-survey.html
The enterprise marketer's playbook: Building an integrated data strategy.
An integrated data strategy can help any business see customer journeys more clearly ― and then give customers more relevant ads and experiences that get results. So why doesn't everyone have such a strategy? We look at what sets the marketing leaders apart.
Let marketing data be your guide
If you've ever felt too swamped by data to find the customer insights you need, you're not alone. But there's a new and better approach to gaining deeper audience insights: building an integrated data strategy.
Read this report to learn how:
86% of senior executives agree that eliminating organizational silos is critical to expanding the use of data and analytics in decision-making.
75% of marketers agree that lack of education and training on data and analytics is the biggest barrier to more business decisions being made based on data insights.
Leading marketers are 59% more likely to use digital analytics to optimize the user experience in real time.
With supply chain and fulfillment issues driving a fair amount of ecommerce holiday season uncertainty, we surveyed 80+ retailers to ask about their expectations and strategies for the 2021 holiday retail season.
Big Data - What it Really Means for VOC and Customer Experience ProfessionalsBusiness Over Broadway
This is a talk I gave at VOCFusion on the topic of Big Data and how it applied to the world of Voice of the Customer and Customer Experience Management
Underpinning all data management initiatives is the fundamental need to get data quality right. Poor data quality can be costly, impact customer service, lead to errors in risk management and regulatory reporting, and more. So, how can you improve data quality? How can you use rules, standardisation and technology to make improvements? And how is ‘right’ data quality measured?
Listen to the webinar to find out about:
Requirements for data quality
Challenges of achieving data quality
Data quality metrics
Supporting tools and technology
Operational and business gains
Knowing your clients well and knowing when they need financial support is a key part of a bank’s success in lending. But it is challenging to gather and process information about your customers to know them all entirely. Our senior consultant Lukáš Dvořák will show you how to use data to drive your lending business and improve the conversion rate of loan offers.
What are you getting in return for "the cost of doing business" padding retailer margins with your Trade dollars? Let my team help you achieve WIN/WIN promotions between you and your retail partners.
V létě jsme vám experimentálně poprvé nabídli, že si můžete půjčit domů prezenční knihy v červenci, kdy míváme zavřeno.
Jak to celé proběhlo a dopadlo se dozvíte právě zde.
Rplus offers analytics solution for retail industry through cloud based DemandSense application and big data analytics platform. Retail companies can leverage data to improving the profitability and efficiency of operations at a low cost in a faster timeframe.
With supply chain and fulfillment issues driving a fair amount of ecommerce holiday season uncertainty, we surveyed 80+ retailers to ask about their expectations and strategies for the 2021 holiday retail season.
Big Data - What it Really Means for VOC and Customer Experience ProfessionalsBusiness Over Broadway
This is a talk I gave at VOCFusion on the topic of Big Data and how it applied to the world of Voice of the Customer and Customer Experience Management
Underpinning all data management initiatives is the fundamental need to get data quality right. Poor data quality can be costly, impact customer service, lead to errors in risk management and regulatory reporting, and more. So, how can you improve data quality? How can you use rules, standardisation and technology to make improvements? And how is ‘right’ data quality measured?
Listen to the webinar to find out about:
Requirements for data quality
Challenges of achieving data quality
Data quality metrics
Supporting tools and technology
Operational and business gains
Knowing your clients well and knowing when they need financial support is a key part of a bank’s success in lending. But it is challenging to gather and process information about your customers to know them all entirely. Our senior consultant Lukáš Dvořák will show you how to use data to drive your lending business and improve the conversion rate of loan offers.
What are you getting in return for "the cost of doing business" padding retailer margins with your Trade dollars? Let my team help you achieve WIN/WIN promotions between you and your retail partners.
V létě jsme vám experimentálně poprvé nabídli, že si můžete půjčit domů prezenční knihy v červenci, kdy míváme zavřeno.
Jak to celé proběhlo a dopadlo se dozvíte právě zde.
Rplus offers analytics solution for retail industry through cloud based DemandSense application and big data analytics platform. Retail companies can leverage data to improving the profitability and efficiency of operations at a low cost in a faster timeframe.
Ten years after the term ‘Big Data’ infiltrated the world of marketing, why is it still complex to embed it in the decision-making process? In this webinar, we delve into exploiting data and analytics in favor of your business.
Infer & Lattice Engines: Making a Case for Predictive Sales & MarketingInfer
Brought to you by industry leaders Infer, Lattice engines with the support of SiriusDecisions.
Are you looking to deploy a predictive marketing solution, but need more details on how to get started, what different use cases predictive can support, and how to measure success? Watch this webinar to learn:
-Differences in approaches to launching a predictive solution
-Top use cases for getting started
-How to measure success
Measuring engagement and revenue throughout the customer lifecycle by SilverpopSilverpop
In this presentation, Silverpop highlights several steps marketers should be taking in order to ensure engagement levels and the bottom line continue to rise, including the following:
Connecting revenue to the specific marketing channels and campaigns driving it
Integrating digital marketing and ecommerce systems
Developing campaigns targeted at crucial points in the buyer journey, such as first purchase, repeat customer and win back
Measuring and tracking customer engagement levels in order to target communications and understand resulting impact on engagement
In the recent past, we have learnt that data is the lifeline of any business and it is really important to collect data, more and more of it. But no one is telling us what to do with large volumes of data.
Shailendra has successfully delivered over One Billion Dollars in incremental value and will spend 30 minutes in showcasing how many large organisations are using data to their advantage by creating value through generating incremental revenue and optimising costs using analytics techniques.
Key Takeaways:
(i) Demystify the myths of analytics
(ii) Walkthrough a step-by-step approach to delivering successful projects that created an incremental value of hundreds and millions of dollars.
(iii) Three use cases where large organisations are using analytics to their advantage by creating value by generating incremental revenue and optimising costs.
My presentation from AM Digital Dealer.
An overview of the main challenges and opportunities in the automotive industry, and other.
Read more about the eight areas of improvement to develop a solid data framework.
Marking the case_for_predictive_marketing___webinar_slidesSean Zinsmeister
Hear how real customers are infusing predictive analytics into their go-to-market machines.
In this Presentation you'll learn:
• Differences in approaches to launching a predictive solution
• Top use cases for getting started
• How to measure success
Below are the five things attendees will come away learning:
1. What you should expect from a Database.
2. How to get the most out of your system.
3. The importance and value of s system that is easy to use.
4. Understanding what data needs to be collected.
5. The difference between Process Data versus Analyzing Data.
A guide to helping start-ups with building and operating data systems for growth. Highlights what makes a good metric, how to define the right metrics for your business, and then how to build data infrastructure so that you can collect the relevant data.
Presented at Grow Camp 2018 in MaRS Discovery District in Toronto, Canada.
Use Sales Data to Develop a Customer-Centric Sales ApproachAnalytics8
We share:
- The 5 areas you should analyze to develop a customer-centric sales approach and set your sales team up for success
- How to move from sales reporting in your CRM to a more automated solution
- Practical advice on how to get started, using traditional and advanced analytics techniques
Similar to POI Dallas.A Trading Partner Approach to Data Centered Collaboration (20)
3. Mindtree at a Glance
Basel, Switzerland
Brussels, Belgium
Cologne, Germany
London, UK
Paris, France
Solna, Sweden
Vianen, Netherlands
Europe Asia
Beijing, China
Dubai, UAE
Singapore
Sydney, Australia
Tokyo, Japan
IndiaNorth America
Company HQs Delivery Centers
Bangalore
Pune
Chennai
Hyderabad
Warren, NJ
Cleveland, OH
Dallas, TX
Gainesville, FL
Phoenix, AZ
Redmond, WA
San Jose, CA
Schaumburg, IL
Minneapolis, MN
Chicago, IL
Los Angeles, CA
New York, NY
Global Coverage
26% Revenue
Retail, CPG and
Manufacturing
4. Relational Solutions acquired by Mindtree
Specialized provider
of analytics for CPG
retail execution
Pioneer in demand
signal repository
technology
Relational Solutions
POSmart
BlueSky
Analytics TradeSmart PromoPro
Integrates,
Validates and
Analyzes Point-
of-Sale Data
Business
Intelligence and
Reporting Tool
CPG sales and supply
chain improvement
Grow U.S. Data and
Analytics Centre out of
Relational Solutions’
Cleveland office
Advanced data-driven
solutions for supply
chain optimization and
trade promotions
analytics
Enhance digital
transformation journey
of CPG clients
Accurately
Measure CPG
Trade Spend
ROI, Use
Predictive
Models to Plan
New Promotions
Align CPG
Trade
Promotions and
Shopper
Marketing for
Improved Trade
Spend ROI
Solution Offerings:
5. Moderator
Kristy Weiss
Director CPG
Analytics
Relational Solutions
a Mindtree
Company
• 19+ years in CPG industry
• Bachelors degree in Direct Response Retail from
Johnson & Wales University
• Masters degree in I/O Psychology, focus in Consumer
Psychology from The Chicago School of Professional
Psychology
• Extensive background in CPG/retail business analysis
with Fortune 100 manufacturers
• Expert in integrating and analyzing complex data points
to identify actionable insights
• Able to translate efficiently between business users and
technical teams
• Develop and manage Business Analyst teams in-house
and on-site
6. Mike Marzano
Solutions Process
Expert, Retail
Execution
Mondelez
International
Donna Tellam
Vice President,
Customer &
Partner Solutions
Spring Mobile
Mark Horner
Director, Trade
Marketing
Eagle Family
Foods Group
Meet the Panelists
7. Managing Data
EDM, DI, MDM,
DW, Big Data
Provide a comprehensive data
management framework, architecture
and governance to achieve a “single
version” of truth
Business
Intelligence
Descriptive Analytics
Provide a comprehensive data
reporting/dashboards framework,
architecture and governance to
deliver appropriate, timely and
actionable information
Insight Generation
Predictive Analytics
Through an integrated analytics
framework and by applying business
rules, statistical models, visualizations,
and industry specific context derive
actionable insights from disparate data
Decision Science
Prescriptive
Turning actionable insights into
measurable outcomes and
improving the speed and quality of
decision making
ValuetotheEnterprise
Data Driven Organization Maturity
Data & Analytics Continuum
The power of an integrated data and analytics framework
17. What You Said at POI Last Year
The POI 2015 TPx and Retail Execution Survey
Only 10% of CPG Companies felt they had an
Automated and Easy way to analyze trade
18. What You Said at POI Last Year
The POI 2015 TPx and Retail Execution Survey
96 % of Companies Have Trouble Analyzing Trade
19. What You Said at POI Last Year
The POI 2015 TPx and Retail Execution Survey
76% of CPG Companies
Believe they have ongoing Data Quality Issues
20. • Prevailing belief that data is available and smart people will stitch it together
meaningfully.
– Time
– Resources
– Leverage Data Investment
– Prioritization
– Repeatable
• Validation – is this analysis correct?
• How do we impact execution activity?
Industry Challenge
22. Item Information
Tab It Brand Item List
Multiple Items Can Represent 1 UPC
Item Number Description Brand UPC Business Unit UOM Units per Case
1234 Blue Vnyl Tab 12 pk TabIt 12345678901 Folders Case 12
1234TG Target Bl Vinyl Folder Tab It 12345678901 School Supplies Case 12
1234CV 6 pk Blue Fldr CVS Tab It 12345678901 Office Supplies Case 6
11157 Grn Bl Yllw Mixed Tab Fldr Costco 144 Tab It 12345786092 Office Supplies Pallet 12
11158 Yllw Vinyl Tab 12 pk Mass TabIt 12345987965 Folders Case 12
11160 Tab It Green Tab Folder Vinyl TabIt 12345876775 School Supplies Case 8
Item Number Description Brand UPC Business Unit UOM Units per Case Distinct Description Distinct Item Number
1234 Blue Vnyl Tab 12 pk TabIt 12345678901 Folders Case 12 Blue Vinyl Tab Folder 4321
1234TG Target Bl Vinyl Folder Tab It 12345678901 School Supplies Case 12 Blue Vinyl Tab Folder 4321
1234CV 6 pk Blue Fldr CVS Tab It 12345678901 Office Supplies Case 6 Blue Vinyl Tab Folder 4321
23. Whose Calendar do you use?
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
Week Ending 9/11/2016 9/12/2016 9/13/2016 9/14/2016 9/15/2016 9/16/2016 9/17/2016
Syndicated X
Retailer X Promo X
Shipments X
24. To Move the Needle
Gather ALL the Facts, Integrate, Harmonize Insights
Master
Data
Shipment
Data
Consumption
Data
Forecast
Data
3rd Party
Distributor
Data
Merchandiser
Feedback Data
Weather
Trend Data
Promotion
Data
26. Post-Promotion Analysis
• Gain insights around what is working and what is not
• Share with sales organization and incorporate into planning
• Maximize the ROI of trade dollars
27. Step #1:
Gain financial controls over your trade funds
Implement a fully integrated TPM system
ERP
Connecting Customer Plans to Actual Shipments and Spending
What did we expect to Sell and Spend – What did we Sell and Spend
28. Step #1: Implementing a Trade Promotion Management System
Requires a lot of data alignment!
Customer: Plan-to, Bill-to, Ship-to, Indirect and Direct
Product: Promotion Group, UPC, Cases, Shippers/Display Pallets
Time: Order dates, Ship dates, Requested Delivery Dates
Metrics: Off-Invoice, Deduction, Check, Shipment Allowances,
Warehouse Withdraw Allowances, Scans, Lump Sums,
Expected Spend, Actual Spend
TPM
29. Step #2: Incorporate POS data into TPM
Merchandising executed, incremental sales, forward buy, ROI
More data alignment!
Customer: Plan-to vs Banner definitions
Product: Promotion Group vs UPC’s
Time: Ship weeks vs Syndicated Weeks vs Promotion Weeks
Metrics: Case Shipments vs Unit Sell-through
30. Step #3: Post-Promotion Automation
Create a library of promotion events
Even more data alignment…
Aligning shipment dates and performance dates that match actuals
Planned
Performance
Dates
Missed
Sales
31. Do not be daunted by these steps
Get help from integration and data management experts
Post-promotion analysis can be done during the journey
…and is worth it!
32. Leveraging Data to Activate Retail
Sales/Merchandising Teams
Donna Tellam
33. Start with a long term approach
and take small steps
Automate the process, enrich the data
being collected & begin to leverage data1
Actionable Insights - Automatically
take action based on data3
Test & Learn - Use data to
test, learn & improve4
Begin connecting retail execution data to external
systems & expand field communications2
Predict issues and
proactively take action5
34. “We gained visibility into data required
to optimize operations and identify growth
opportunities.”
When critical stores have performance issues,
they can now shift resources so top-performing
merchandisers are servicing those stores.
They can identify which merchandisers
should be coaching low performers.
35. Data and insights have been enhanced
down to the SKU level, so analysts have the insight needed
to proactively avoid out-of-stock situations.
36. Managers can now access pre-
configured reports from within the HQ Portal, so
data is easy to find and understand.
38. Challenge: Can data help to assure
Mondelez products are on the shelf at
retail outlets and available for purchase?
Upstream
Causes,
28%
Store
Ordering
&
Forecastin
g, 47%
In Store,
Not On
Shelf, 25%
OOS Root Causes*
* A Comprehensive Guide To Retail Out-Of-Stock Reduction In The Fast-Moving Consumer Goods Industry by T. W. Gruen and D. Corsten.
39. What we did
Shipment
Order
Store POS Data ConsumerWarehouse
Inventory
Combining Inventory, Order and Shipment data with POS data = Insights
Step 1: Pulling it all together
40. Data Visualization allows teams to assimilate
data effectively and efficiently
Prescriptive Alerts deliver targeted tasks to
Field Sales Reps
What we did
Step 2: Presenting insights and making it meaningful
41. Sales &
Merchandisi
ng
Retail &
Store
Operations
Supply Chain
Results: Data drives
Collaboration
Mfg.
Account Team
Retailer
HQ
Mfg.
Field Sales
Retailer
Store Mgr.
Retail
Shelf
Result: Stimulated internal and external collaboration to get the shelf right!
42. Conclusion
• Data can provide visibility at Retail and drive
internal and external collaboration
– But you have to work at it
• Pull it all together
• Present it and make it meaningful
• Change Management
• There is an evolution
– Reporting, Descriptive, Predictive, Prescriptive
43. Managing Data
EDM, DI, MDM,
DW, Big Data
Provide a comprehensive data
management framework, architecture
and governance to achieve a “single
version” of truth
Business
Intelligence
Descriptive Analytics
Provide a comprehensive data
reporting/dashboards framework,
architecture and governance to
deliver appropriate, timely and
actionable information
Insight Generation
Predictive Analytics
Through an integrated analytics
framework and by applying business
rules, statistical models, visualizations,
and industry specific context derive
actionable insights from disparate data
Decision Science
Prescriptive
Turning actionable insights into
measurable outcomes and
improving the speed and quality of
decision making
ValuetotheEnterprise
Data Driven Organization Maturity
Data & Analytics Continuum
The power of an integrated data and analytics framework
Editor's Notes
Data can provide visibility at Retail
But you have to work at it
Pull it all together
Present it and make it meaningful
Change Management
There is an evolution
Reporting, Descriptive, Predictive, Prescriptive (Kristy slide #12)
The story begins and ends at the shelf.
On-Shelf Availability (OSA) is the ultimate supply chain product availability to consumer.
A closely related concept is retail out-of-stock (OOS), which can provide more insight into root causes.
The retail industry average for OOS in 2002 was 8.3%, with 72% attributed to retail store practices.
On average, lost sales due to OOS cost manufacturers $23M for every $1B in sales.
Data Visualization and Prescriptive Alerts deliver actionable insights to Account Teams and Field Sales Reps
Result: Stimulated internal and external collaboration to get the shelf right!
Right Product
Right Time
Right Place
Right Quantity
Great Story, right?
Pulling it all together – struggle
Presenting it challenges:
Time-pressed Reps
Rows/Columns Mindset