Marketing Performance Management: CPG Data Integration whitepaper by Kneebone Inc.

1. Information Technology
Consumer Packaged Goods
Kneebone Cross-Marketing Performance Technology
Kneebone 3.0 is a Software Platform built exclusively for marketing that integrates and automates data collection and delivery from all
marketing data sources. Kneebone is purpose-built for marketing performance management. Kneebone offers a suite of Software as a
Service (SaaS) Applications designed to provide marketers with the capability to analyze, visualize, collaborate and plan resulting in
better decision making.
The Client: This client is a multi-national consumer packaged Challenges: To integrate all relevant marketing information in a
goods company with many Brands crossing multiple lines of seamless way to give a single view of sales and marketing
business. Kneebone was used to track and model all brands across initiatives.
two lines of business. A major need was to also track and model Success: For the first time, the client could track and plan
competitor brands. The project was restricted to a single national marketing campaigns against a live unified view of sales data.
division of the company.
Marketing Data Sales Data
All Media Events and Spend: All Coupons: AC Nielsen: Weekly SKU- Walmart: Regional and
 TV/Radio Spots  Coupon Details Level sales data collected by Metropolitan SKU-Level
 Print Inserts with vendor  Coupon Redemptions Region, Channel, and Brand weekly sales data. To be
 Outdoor Descriptors for Client and combined with AC Nielsen
 Online and Social Media Flyer Coop: Competitor products. sales data for a complete
 Direct Mail  Flyer Details view.
 PDF Flyer Images This is the main dataset for
All data is date stamped with the client and will be fully Shipments: All SKU-Level
distributions and spend. All data is date stamped with base lined for both client and date-stamped shipments from
distributions and spend. competitor sales tracking. Client to Stores.
Conditions
Indices: All Index conditions Weather: All weather data is Consumer Feedback: All Online: All online conditions
are date-stamped and can be date-stamped and aligned conditions are date-stamped are date-stamped and have
overlaid with all other data. with Client regional and have a tree descriptor and key web site page descriptors
definitions. type hierarchy. and referrers (Google etc,)
 Stock price  Average Temperature defined.
 Consumer Price Index  Total Rain Fall  Consumer feedback
 Total Snow Fall  Call to consumer TFN  Web Site Activity
 Consumer complaints  Web Site Referrals

2. Media Data: The client provided permission for their Media Walmart: The client passes on their Walmart data to Kneebone
vendor to send standardized order Insert reports to Kneebone. for inclusion in the platform. The data is in Excel cross-tab format
Kneebone is experienced with all of the standardized media and adheres to the Walmart calendar year definitions. Kneebone
reporting systems including DDS, AdTrak, and Fumius. has custom ETL processes to clean and normalize the data into the
client’s fiscal year definitions and use the same terminology as all
The reports come in Excel format and include all print and other sales and marketing data in the platform (AC Nielsen etc.).
broadcast spot and ad level details with insert dates, distributions,
and costs. Coupon Data: A third party vendor manages coupon program
for the client. Kneebone receives detailed PDF reports on coupon
Kneebone has developed automated ETL processes for cleaning details and redemptions. Kneebone has custom ETL process to rip
and normalizing media data. This is a very important function since data from these reports, clean, and normalize it into the common
media data is typically freely entered and contains many variations client platform.
and misspellings for the same entity.
Flyer Coop Data: The client uses online service that collects
Unlike consultative or statistical modeling approaches to details on all flyers on a national basis for all brands and all
marketing performance management, Kneebone uses granular competitive brands. The data includes all aspects of the flyer date
“per event” marketing data. We don’t just capture aggregated and duration, the region and channel, the product, price point, and
spending against media classifications; we capture each and every special offers.
event to the individual TV spot or print ad. Hence, as an added
benefit, the client can now use Kneebone as a record of their The data also includes scanned images of individual flyer pages.
media purchasing without having to go through the vendor for Kneebone custom ETL processes to download data and assemble
every report. concatenated Flyers. The flyer images are visible within Kneebone
and can be downloaded in their assembled state. The flyer data is
AC Nielsen: The client provided a license to access their Inf*Act repurposed to become useful within a broader context.
OLAP national sales data for all brands. Kneebone pulls the data
from a multi-processor server based installation and ports the data Shipments: The client provides all SKU-Level date-stamped
into our custom AC Nielsen ETL process where it is cleaned, shipments to Stores. These shipments are modeled for historical
normalized and combined with all other data resident in behaviour and base lines for them can be used in predictive supply
Kneebone. modeling.
Now the client can see instantly data that used to take hours to Conditions: All conditional data is date-stamped and provided in
compile from desktop reporting applications. Moreover, they can a classification hierarchy enabling it be overlaid with all other data.
see it in conjunction with other sales data (Walmart) and all Conditions of note include:
marketing events and conditions. And the AC Nielsen data is now
fully base lined with learned history that can be used in forward  Stock price & Consumer Price Index
looking analytics. This repurposing of existing data is a huge  Average daily temperature
benefit of the Kneebone platform.
 Total daily rain & snow Fall
 Consumer feedback calls to call center
Online: Kneebone has automated ETL tools to extract data from a
variety of Online Analytic system including Google Analytics,
Proximity and raw web logs. All online data is date-stamped and
has key web site, page, and referrers (Google etc,) defined.
 Web site daily site and page activity
 Web site daily referrals
When a URL is used in a marketing event (print, Online, etc.),
activity on the URL can be attached to the event as performance
and full base line technology on on tap.
322 King St. W., Suite 400 Tel: 416 599-4001
Toronto, ON Fax: 416 637-9300
Canada M5V 1J2 www.kneebone.com