Download - TradeSmart Webinar 11 24-15 slideshare
Turning Data into Actionable Information
TradeSmart, Trade Promotion IntelligenceThere’s No More Excuse For Poor Performing Promotions
Janet Dorenkott440-899-3296 x225 [email protected]
Karen Kurtzweil [email protected]
Confidential - for limited circulation only
“Top 10 Companies on
the Move”
BlueSky Integration
Studio
“Best at integrating POS
with Internal data”
Weatherhead 100Fastest 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”
Confidential - for limited circulation only
Lowes
Kroger
Costco
Shipments
Other POS dataEDI/FF/txt/Access, etc
Wholesaler/Dist
Nielsen
Submit Reports
Most time spent gathering disparate data
•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
?Inconsistent reports leadto questionable decisions
Carrfore
Wal-Mart, ShilohRetail Link, EDI/AS2
??
? ?
??
The POS Data Dilemma
Ahold
IRI
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 UserRequests Change
Data Frequency is Inconsistent
Data Formats Vary From Source to Source
You Are at the Mercy of Retailer Decisions
Constantly ChangingConditions
POS is Not Always Available& May Cost Money
Everyone Wants to SeeData Differently
Different Sources?Different Reliability
Every Retailer Provides Different Data Elements
Lack of Integration &Manageability
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
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
Confidential - for limited circulation only
Different Sources, Different Formats
EDI 852EDI 867
SAP
Retailer Portals
AS2Oracle
TXT
SQL
Excel
CSV
How Do I get all these
sources into 1 common database
type?
FTP
Access
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!
Confidential - for limited circulation only
Different Retailers & Data Providers, Different Hierarchies
Internal
Category
Brand
Sub-Brand
Item
Product #
Retailer A
Category
Sub-CategoryBrand
Product #
Product ID
Sku
Retailer B
Category
Sub-CategoryItem #
Item Name
Sku
Confidential - for limited circulation only
Frequency of Feeds Vary
EDIDaily
Syndicated Data Monthly
ERP Data Every Second
Currency Conversion
Daily
Daily POS Once a Month
RMAAnnually
Plan Data When
Available
Weather Trends Quarterly
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
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
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
Confidential - for limited circulation only
POSmart
Consistency
•Easy Access to Information
•Improved Productivity
Streamline DataGathering
Synchronize, Integrate & Validate POS
Wal-Mart/ShilohEDI /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
Confidential - for limited circulation only
Military, Distributor
Budget
3rd Party
GL
ForecastsReports
Scheduled & Cached
Shipments
SourcesRetailers WalMart Home Depot Costco Kroger/DunH Meijers Sam’s Distributors
POSmartIntegrate, Validate, Synchronize &
Manage
BlueSky Over 200 KPI’sOr Other BI Tool
DW
POS Integrat
orBIS
EDI, Text, Flat Files, Access, Retail Link, Partners
SAP, JDE, DB2, Oracle, JDA
Users access via web
3rd Party Data:AC Nielsen/IRISpectra/NPD, Market6, RSi
ForecastShipments, Promo, Vendor
TradeSmart
POSmart
“Smart” Architecture
OtherTPM
BlueSky Analytics Power User
BlueSky Viewer Casual Users or
BlueSky XL Users
Control Center
Confidential - for limited circulation only
TPM - TPO or TPI/TPATPM
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
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
Confidential - for limited circulation only
Automate Integration &
Harmonize intoData 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
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
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.
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
Confidential - for limited circulation only
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