TradeSmart Webinar 11-24-15 slideshare
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TradeSmart Trade Promotion Intelligence. How to move from Trade Promotion Management to Trade Promotion Optimization and increase Trade Spend ROI.
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TradeSmart Webinar 11-24-15 slideshare
- 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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!
Notas do Editor
- Relational Solutions has been in business since 1996. Our back ground is in data warehousing and business intelligence. Over the years, we built business intelligence applications across all industries and then began focusing on consumer goods manufacturers in 1999. Around the same time we started development of our POSmart data model. That’s because we kept running into the same issues related to POS data and syndicated data. Calendars didn’t align, hierarchy’s didn’t align, different retailers used different terminology, and so forth. Our data model was designed in such a way that it would grow and change with the business needs of the company, the industry and the users. Our background in data warehousing led us to develop this flexible architecture because we know that once users start getting information, they want to see more insights and that typically requires us to bring in new data. So our knowledge in data warehousing really helped us develop this open, architecture that a company can constantly be growing in to. This is not a reporting tool that reports off one source and that you eventually outgrow. Our architecture is designed for companies to grow in to. You can start out small with a couple retailers and expand it based on your needs and budget. Over the years, we have been recognized for our industry expertise as well as our technology expertise. We were named TDWI’s data warehouse of the year. Oracle’s developers of the year. One of Consumer Good’s “Top 10 companies on the move.” We won Consumer Goods “Reader’s Choice” awards. IBM selected our solution to embed in their Smarter Commerce. Infosys embeds our solution in their “TradeEdge” application for emerging market data. SAP uses our POS cleansing solution for their Hana application. Most recently we were named a finalist in NEOSA’s “Best Software” category and just last month we were named as one of the “Most Promising Big Data Companies” by CIO Magazine. So you can feel confident in knowing you’re working with a highly experienced group of consultants with a sound solution.
- This slide depicts the data dilemma that consumer goods companies face. The data is there. You get it. You might even have the impression you’re getting too much data. But that isn’t the case. The issue is having that data in a usable and reliable format. The data comes in from so many different sources that it’s impossible to get the full value out of it. Most companies are using it just to produce the reports they need. They just don’t have the time to create new insights even though the data is there. Each one of these source provide information and potentially reports. But analysts spend an average of 80-90% of their time gathering and pulling together data. Inevitably, there are discrepancies in the reports and analysts are then stuck spending more time trying to figure out where the numbers came from. Not only is this a very tedious task but when people’s numbers don’t match, there is a lack of confidence in the data and rightfully so. But it wastes not only the analysts time but it also leads to wasted time on managements part when they argue over who’s data is right and could potentially lead to costly and incorrect decisions. On top of that since 90% of an analysts time is spent gathering, cleaning, integrating and justifying their reports. This is time that keeps analysts away from actually getting to analyze the data and gain new insights. This is why our enterprise solution offers companies a very fast ROI.
- This slide depicts the data dilemma that consumer goods companies face. The data is there. You get it. You might even have the impression you’re getting too much data. But that isn’t the case. The issue is having that data in a usable and reliable format. The data comes in from so many different sources that it’s impossible to get the full value out of it. Most companies are using it just to produce the reports they need. They just don’t have the time to create new insights even though the data is there. Each one of these source provide information and potentially reports. But analysts spend an average of 80-90% of their time gathering and pulling together data. Inevitably, there are discrepancies in the reports and analysts are then stuck spending more time trying to figure out where the numbers came from. Not only is this a very tedious task but when people’s numbers don’t match, there is a lack of confidence in the data and rightfully so. But it wastes not only the analysts time but it also leads to wasted time on managements part when they argue over who’s data is right and could potentially lead to costly and incorrect decisions. On top of that since 90% of an analysts time is spent gathering, cleaning, integrating and justifying their reports. This is time that keeps analysts away from actually getting to analyze the data and gain new insights. This is why our enterprise solution offers companies a very fast ROI.
- POSmart streamlines the cleansing and integration of all these various data sources and puts them into a common repository where the data is clean and reliable. It’s also in a format that’s designed for easy reporting. Reports can be automated to send to users and power users also have an easy to access database where they can do ad-hoc querying. The result is far more productivity both from the analysts position as well as more productive management meetings. In addition, you have more access to reliable information than you’ve ever had. This data will help you know more about your business, provide more value to your management, understand your customer’s better and provide more insights to generate more profits.
- The POSmart architecture is open. The data base is independent and can reside on Teradata, Oracle, DB2 and most others. If you can imagine everything on the left side of the white line exists at all our customers. This is just a sample of data sources, but you get the concept. On a nightly basis our BlueSky Integration Studio looks for new data. Any new data is then brought into our staging area where we cross reference the retailer data with your internal data, apply business rules, we align internal data with external data and we load the data into the POSmart data model where end users can easily access and query the data. Reports that were scheduled to run are then cached on the server so when end users come in in the morning, all their reports are already there and waiting for them. In addition, analysts are able to create new reports.
- TradeSmart leverages the Smart Solution Architecture. It leverages the automation, integration and harmonization of various trade components required to accurately measure trade spend ROI It is a promotion automation and analytics solution that actually lets you start measuring promotion performance as the promotion is going on. It brings together promotion plans, shipments and consumption as it relates to trade promotions. The promotion plans may be in Excel or they may be coming from applications like SAP TPM or Demantra or even Siebel or Prescient. The ability to bring together plans with shipments and consumption is what gives TradeSmart the ability to accurately measure ROI for both the manufacturer as well as the retailer. It offers the ability to not only accurately, analyze the trade promotions but it also lets you compare planning expectations across all retail segments Users can understand whether promotions were properly executed along with retail compliance TradeSmart provides a common repository for all historical promotions, enabling multi-year analysis and comparison of trade spend initiatives In addition results from TradeSpend can be fed into other systems such as planning, supply chain, merchandising, and so on.
- The TradeSmart Architectue leverages the Smart Solution Architecture. It brings in data from your trade planning along with shipments, consumption, master data, forecasts and cost of goods sold. In addition, it brings in your master data. It transforms all those sources into a common data type, aligns the data for internal reporting and retailer reporting and presents you with reports that show you how your promotions are performing. In addition, you’re able to create ad hoc queries and even compare promotions with historical programs.
- ROI = Based on TOTAL sales and/or INCREMENTAL sales (Methodology TBD) YOY – Example. A high ROI with low sales = an efficient promo event, but sales are not growing…why?. Tactical Analysis - CPI (cost per impression) is calculated tactics is compare efficiency tactics to Indicates what components of the tactical mix can be tweaked to improve ROI. Coupons – Preferred purchase requirement vs discount compare promo efficiency to compare promo results
- This report shows an example of the type of information you would want to present at a joint business planning session with your retailers. The second column shows promtions that were positive for the manufacturer. The 4th column show performance of the promotions for the retailer. The first column shows KPI’s with up arrows that show the promotions that were both successful for the retailer as well as the manufacturer. These are obviously promotions worth repeating.
- We would like to thank you all for joining us today. We invite you to follow our Relational Solutions training blog by going to our website at relationalsolutions.com. We also suggest you join the Demand Signal Repository Institute on LinkedIn. You can also see more training video’s on our Relational Solutions, YouTube channel. We ask that you follow Relational Solutions and Janet on Twitter, LinkedIn and Facebook and connect with us on LinkedIN. You are also free to contact us via phone and email. Thanks again for joining us and we look forward to your participation next Wednesday!