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How PepsiCo’s Big Data Strategy is
Disrupting CPG Retail Analytics
Mike Riegling, Analyst, PepsiCo
presented by:
Will Davis, Trifacta
Jeff Huckaby, Tableau
Camilo Silva, Hortonworks
Your Presenter
Mike Riegling
Analyst,
Customer Supply Chain
Q&A Session
with your hosts:
Will Davis
Director of Product
Marketing
Jeff Huckaby
Market Segment Director,
Retail & Consumer Goods
Camilo Silva
Enterprise Account Manager
4
Industry-leading data
wrangling solution for data
analysts
Self-service data exploration
& preparation
Supporting desktop, cloud and
big data deployments
The Best-of-Breed Analytics Stack
Leading solutions for data processing, wrangling & visualization
Industry-leading Enterprise
Analytics Platform
Governance & Self-service
analytics at scale
Deploy on premise, in the
cloud, or fully hosted
Future-proof scalable data
platform to enable storage and
growth of expanding data
Allows business decisions faster
and based on more actionable
insight
Enables corporate success in
consumer markets
Agenda
CPFR Data Wrangling & Analytics at PepsiCo – Mike Riegling
• CPFR Process at PepsiCo
• Challenges Managing Diverse Internal & External Data
• Walkthrough of Trifacta + Tableau
5
Question & Answer
• Will Davis - Trifacta
• Jeff Huckaby - Tableau
• Camilo Silva - Hortonworks
Analytics Infrastructure at PepsiCo – Will Davis
• History of Big Data at PepsiCo
• IT/Business Collaboration for Analytics
• Analytics Stack: Hortonworks + Trifacta + Tableau
Analytics	Infrastructure
at	PepsiCo
Analytics	Journey	at	PepsiCo
• PepsiCo’s journey with Big Data started over 4 years to
respond to ever-increasing data requirements across Pepsi
• Focus on providing technology infrastructure and applications
that bring shared success to Business & IT
• Eliminating traditional processes where IT was a bottleneck to
the business
• Unified Data Architecture has 3 main pillars:
• Enterprise Data Warehouse
• Hortonworks Data Lake Environment
• Data Discovery, Analytics & Business Intelligence tools
(Trifacta & Tableau)
Data	Platform	- Hortonworks
• Selected Hortonworks Data Platform (HDP) as foundational
technology to extend PepsiCo’s Unified Data Architecture
• Leveraging HDP to acquire, understand and incorporate
new forms of internal/external business and consumer data
• HDP provides the platform capable of scaling up to effectively leverage the rapid growth of
more granular consumer data
• Still early days on Hadoop at PepsiCo – only managing hundreds TB’s of data in HDP
• Use cases on Hadoop include CPFR (first use case), Consumer & Marketing Analytics
• Need only standard services to support use cases – Hive, YARN, PIG, etc…
• CPFR use case with Trifacta consumes approximately 25-50% of HDP resources
Data	Wrangling	- Trifacta
• Trifacta was selected as the standard self service data wrangling
tool within our data discovery infrastructure.
• Provides PepsiCo users with a familiar, yet powerful portal for
data discovery and process development.
• By empowering business users, Trifacta helps bridge across the time and resource
boundaries between business and IT
• Enables more rapid deployment of solutions that fit business needs precisely
• Collaborative effort, with both sides open to driving innovation and experimentation, delivers
greater speed to shared success
Data	Visualization	&	Business	Intelligence	- Tableau
• Tableau is the data visualization & business intelligence
standard at PepsiCo
• Over 2000 users, 59 projects & 541 workbooks across
PepsiCo
• 7+ Tableau servers in production environment (each server has 8 cores & 64GB RAM)
• Tableau serves as corporate standard for Business Intelligence throughout PepsiCo on top of
EDW as well as self-service analytics for departments and individual analysts
• CPFR use case is completely self-service process for end users to discover and prep diverse
data in Trifacta and build dashboards in Tableau (without the help of IT)
Hortonworks +	Trifacta	+	Tableau	in	the	Pepsico Data	
Architecture
Unified Data Architecture
ERP
SCM
CRM
Social
Media
Sensor
Data
Machine
Logs
Marketing
Planning
Data
Mining
Analytics
Language
Business
Analyst
Data
Analyst
Data
Scientist
Customer
Partners
Frontline
Workers
Data	
Sources
Tools and
Apps
Users
ENTERPRISE DATA
WAREHOUSE
DATA
DISCOVERY/
ANALYTICS
BUSINESS
INTELLIGENCE
ETL
Data
Quality
PepsiCo	CPFR	
Analysis	Process
Collaborations	Team	Vision
“Expand	Collaboration	with	
Customers	by	Leveraging	Shared	
Data	to	Enhance	Processes,	
Provide	Best	in	Class	Service	and	
Create	a	Competitive	Advantage	
for	PepsiCo”
CPFR	Pillars
Planning
• Promotions
• New item
introductions
• Transition execution
Forecasting
• Demand planning
visibility
• Promotional lifts and
pipeline timing
• Seasonal planning
Replenishment
• Store level inventory
management
• Right sized inventory
position
• Markdown Reduction
Collaboration
Managing	Retail	Partner	Relationships
PepsiCo
CPFR	Team
Additional
Retail Partners
Improving	Business	with	Each	Retailer
16
POS Data Shipment
History
Promotions Forecast
Orders
PepsiCo
CPFR	Team
Production
Inventory
Promotions Forecast
Orders
Shipments
17
Forecasting Collaboration Process
Why combine this data together?
• Combining the data into a single master report gives a more accurate overall picture
performance
• Promotes collaboration between PepsiCo and the customer
• Traditionally the vendor–retailer relationship was contentious
• Combing PepsiCo data and retailer data helps promote shared success goals
• Through this process there was an increase in the forecast accuracy of PepsiCo which
resulted in reduced spoilage for retailers
Original	Process	for	Building	CPFR	Forecasts
Last-mile	structuring,	
enriching	and	cleansing
Initial structuring,
enriching, and
cleansing
Business
What	the	Process	Looked	Like	in	Access
19
Challenges	Leading	to	Hortonworks	+	Trifacta	+	Tableau	Solution
• Data Outgrowing Tools: Existing infrastructure pushed to the limits by the size of the source
datasets
• Technical Skills Required: Datasets were connected through a large series of elaborate
queries and macros.
• Data Quality Issues: Errors difficult to locate.
• Slow, Manual Process: Build time for one CPFR tool could take months.
PepsiCo’s Hortonworks + Trifacta Solution
21
Business
All structuring, enriching,
and cleansing
Hortonworks + Trifacta + Tableau Solution Benefits at
PepsiCo
• Business Benefits:
– Reporting time has been reduced by 70%
– Build time has been reduced as much as 90%
• Technical Benefits:
– Can easily work with large quantities of non-standard data
– Self-service prep for analysts reduces technical dependencies on IT
– Trifacta surfaces errors and data problems immediately to analysts
• PepsiCo CPFR teams can now respond more quickly to sales trends and adjust
forecasting and inventory distribution accordingly
DEMO Intro - Trifacta Wrangling Process for Retailer Data
• Structure the third party data
– BOH: Balance on Hand or Inventory Data
• Cleanse mismatched values and delimiters
– Remove the ‘,’ from values that exceed 1,000
• Extract embedded text/numbers
– Split the Customer Item Code and Item description into two separate columns
• Convert the customer Item Code to the PepsiCo UPC
– Join the BOH dataset with the Item Reference Dataset and build a new master report
• Run the job at scale and profile the results
– Publish to Tableau
Trifacta Sample Workflow
CPFR Dashboard in Tableau
Thanks!
Q&A Session
with your hosts:
Will Davis
Director of Product
Marketing
Jeff Huckaby
Market Segment Director,
Retail & Consumer Goods
Camilo Silva
Enterprise Account Manager
28
Trifacta Wrangler
Enterprise for Hadoop
https://www.trifacta.com/gated-
form/bringing-hadoop-to-an-analysts-
fingertips/
Empowering CPG to
Drive Innovation with
Data
https://www.trifacta.com/resources/emp
owering-consumer-packaged-goods-
organizations-to-drive-innovation-with-
data/
Supporting Resources
About the Hortonworks
Solution
http://hortonworks.com/solutions/
Try Hortonworks
Sandbox
http://hortonworks.com/products/sandbo
x/
Big Data Analytics for
Retail with Hadoop
http://hortonworks.com/info/big-data-
analytics-for-retail-with-apache-hadoop/
Tableau for Big Data
Analysis
http://www.tableau.com/resource/big-data-
analysis
Faster, Smarter Retail
Analytics with Tableau
http://www.tableau.com/resource/big-data-
analysis
Thanks for joining!

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How PepsiCo's Big Data Strategy is Disrupting CPG Retail Analytics

  • 1. How PepsiCo’s Big Data Strategy is Disrupting CPG Retail Analytics Mike Riegling, Analyst, PepsiCo presented by: Will Davis, Trifacta Jeff Huckaby, Tableau Camilo Silva, Hortonworks
  • 3. Q&A Session with your hosts: Will Davis Director of Product Marketing Jeff Huckaby Market Segment Director, Retail & Consumer Goods Camilo Silva Enterprise Account Manager
  • 4. 4 Industry-leading data wrangling solution for data analysts Self-service data exploration & preparation Supporting desktop, cloud and big data deployments The Best-of-Breed Analytics Stack Leading solutions for data processing, wrangling & visualization Industry-leading Enterprise Analytics Platform Governance & Self-service analytics at scale Deploy on premise, in the cloud, or fully hosted Future-proof scalable data platform to enable storage and growth of expanding data Allows business decisions faster and based on more actionable insight Enables corporate success in consumer markets
  • 5. Agenda CPFR Data Wrangling & Analytics at PepsiCo – Mike Riegling • CPFR Process at PepsiCo • Challenges Managing Diverse Internal & External Data • Walkthrough of Trifacta + Tableau 5 Question & Answer • Will Davis - Trifacta • Jeff Huckaby - Tableau • Camilo Silva - Hortonworks Analytics Infrastructure at PepsiCo – Will Davis • History of Big Data at PepsiCo • IT/Business Collaboration for Analytics • Analytics Stack: Hortonworks + Trifacta + Tableau
  • 7. Analytics Journey at PepsiCo • PepsiCo’s journey with Big Data started over 4 years to respond to ever-increasing data requirements across Pepsi • Focus on providing technology infrastructure and applications that bring shared success to Business & IT • Eliminating traditional processes where IT was a bottleneck to the business • Unified Data Architecture has 3 main pillars: • Enterprise Data Warehouse • Hortonworks Data Lake Environment • Data Discovery, Analytics & Business Intelligence tools (Trifacta & Tableau)
  • 8. Data Platform - Hortonworks • Selected Hortonworks Data Platform (HDP) as foundational technology to extend PepsiCo’s Unified Data Architecture • Leveraging HDP to acquire, understand and incorporate new forms of internal/external business and consumer data • HDP provides the platform capable of scaling up to effectively leverage the rapid growth of more granular consumer data • Still early days on Hadoop at PepsiCo – only managing hundreds TB’s of data in HDP • Use cases on Hadoop include CPFR (first use case), Consumer & Marketing Analytics • Need only standard services to support use cases – Hive, YARN, PIG, etc… • CPFR use case with Trifacta consumes approximately 25-50% of HDP resources
  • 9. Data Wrangling - Trifacta • Trifacta was selected as the standard self service data wrangling tool within our data discovery infrastructure. • Provides PepsiCo users with a familiar, yet powerful portal for data discovery and process development. • By empowering business users, Trifacta helps bridge across the time and resource boundaries between business and IT • Enables more rapid deployment of solutions that fit business needs precisely • Collaborative effort, with both sides open to driving innovation and experimentation, delivers greater speed to shared success
  • 10. Data Visualization & Business Intelligence - Tableau • Tableau is the data visualization & business intelligence standard at PepsiCo • Over 2000 users, 59 projects & 541 workbooks across PepsiCo • 7+ Tableau servers in production environment (each server has 8 cores & 64GB RAM) • Tableau serves as corporate standard for Business Intelligence throughout PepsiCo on top of EDW as well as self-service analytics for departments and individual analysts • CPFR use case is completely self-service process for end users to discover and prep diverse data in Trifacta and build dashboards in Tableau (without the help of IT)
  • 11. Hortonworks + Trifacta + Tableau in the Pepsico Data Architecture Unified Data Architecture ERP SCM CRM Social Media Sensor Data Machine Logs Marketing Planning Data Mining Analytics Language Business Analyst Data Analyst Data Scientist Customer Partners Frontline Workers Data Sources Tools and Apps Users ENTERPRISE DATA WAREHOUSE DATA DISCOVERY/ ANALYTICS BUSINESS INTELLIGENCE ETL Data Quality
  • 14. CPFR Pillars Planning • Promotions • New item introductions • Transition execution Forecasting • Demand planning visibility • Promotional lifts and pipeline timing • Seasonal planning Replenishment • Store level inventory management • Right sized inventory position • Markdown Reduction Collaboration
  • 16. Improving Business with Each Retailer 16 POS Data Shipment History Promotions Forecast Orders PepsiCo CPFR Team Production Inventory Promotions Forecast Orders Shipments
  • 17. 17 Forecasting Collaboration Process Why combine this data together? • Combining the data into a single master report gives a more accurate overall picture performance • Promotes collaboration between PepsiCo and the customer • Traditionally the vendor–retailer relationship was contentious • Combing PepsiCo data and retailer data helps promote shared success goals • Through this process there was an increase in the forecast accuracy of PepsiCo which resulted in reduced spoilage for retailers
  • 20. Challenges Leading to Hortonworks + Trifacta + Tableau Solution • Data Outgrowing Tools: Existing infrastructure pushed to the limits by the size of the source datasets • Technical Skills Required: Datasets were connected through a large series of elaborate queries and macros. • Data Quality Issues: Errors difficult to locate. • Slow, Manual Process: Build time for one CPFR tool could take months.
  • 21. PepsiCo’s Hortonworks + Trifacta Solution 21 Business All structuring, enriching, and cleansing
  • 22. Hortonworks + Trifacta + Tableau Solution Benefits at PepsiCo • Business Benefits: – Reporting time has been reduced by 70% – Build time has been reduced as much as 90% • Technical Benefits: – Can easily work with large quantities of non-standard data – Self-service prep for analysts reduces technical dependencies on IT – Trifacta surfaces errors and data problems immediately to analysts • PepsiCo CPFR teams can now respond more quickly to sales trends and adjust forecasting and inventory distribution accordingly
  • 23. DEMO Intro - Trifacta Wrangling Process for Retailer Data • Structure the third party data – BOH: Balance on Hand or Inventory Data • Cleanse mismatched values and delimiters – Remove the ‘,’ from values that exceed 1,000 • Extract embedded text/numbers – Split the Customer Item Code and Item description into two separate columns • Convert the customer Item Code to the PepsiCo UPC – Join the BOH dataset with the Item Reference Dataset and build a new master report • Run the job at scale and profile the results – Publish to Tableau
  • 25. CPFR Dashboard in Tableau
  • 27. Q&A Session with your hosts: Will Davis Director of Product Marketing Jeff Huckaby Market Segment Director, Retail & Consumer Goods Camilo Silva Enterprise Account Manager
  • 28. 28 Trifacta Wrangler Enterprise for Hadoop https://www.trifacta.com/gated- form/bringing-hadoop-to-an-analysts- fingertips/ Empowering CPG to Drive Innovation with Data https://www.trifacta.com/resources/emp owering-consumer-packaged-goods- organizations-to-drive-innovation-with- data/ Supporting Resources About the Hortonworks Solution http://hortonworks.com/solutions/ Try Hortonworks Sandbox http://hortonworks.com/products/sandbo x/ Big Data Analytics for Retail with Hadoop http://hortonworks.com/info/big-data- analytics-for-retail-with-apache-hadoop/ Tableau for Big Data Analysis http://www.tableau.com/resource/big-data- analysis Faster, Smarter Retail Analytics with Tableau http://www.tableau.com/resource/big-data- analysis