CPG retailers have a wealth of information which can be utilized to serve their entire enterprise. This is a framework for identifying which data an metrics should be used by whom within the retail environment.

1. Business Intelligence
For CPG Retailers
Prepared by
Mark Feltham
Retail Information Consultant
416.884.6708

2. MARK FELTHAM
BUSINESS INTELLIGENCE LEADERSHIP
416.884.6708
Objectives
• Build an insight-driven decision support and performance framework
for all functions across the retail enterprise
• Provide metrics and analytics for executing each retail function with
precision and calculated excellence
• Leverage investments in customer data, information technology, and
distribution infrastructure to optimize profitability
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3. MARK FELTHAM
BUSINESS INTELLIGENCE LEADERSHIP
416.884.6708
Local store
purchasing has
evolved to
centralized DCs
and now to large
scale localized
assortment
Evolution of Retail Functions
Well defined
categories across
clear banner
stratification
gives retailers
merchandising
optimization
Opportunity to
collaborate with
vendors to
achieve mutual
objectives
Private Label
brand
development
with a direct
consumer value
proposition
Robust shopper
profiles tied to
rich transaction
data providing
exclusive metrics
to optimize all
aspects of retail
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Innovation/Retail Brand Loyalty ManagementVendor ManagementSupply Chain Space/Cat Management

4. MARK FELTHAM
BUSINESS INTELLIGENCE LEADERSHIP
416.884.6708
Retailer Levels of Decision Making
Strategy
Manage
Operate
Head Office Strategic Planning
National Marketing
Strategic Procurement
Regional Management and Marketing
Regional trade promotions
Store level Assortment and Merchandising
Promotion Execution
Customer engagement
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5. MARK FELTHAM
BUSINESS INTELLIGENCE LEADERSHIP
416.884.6708
Accountability Matrix
Intersecting Decision Level with Retail Function
Innovation/Retail Brand Loyalty ManagementVendor ManagementSpace/Cat ManagementSupply Chain
Strategy
Manage
Operate
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6. MARK FELTHAM
BUSINESS INTELLIGENCE LEADERSHIP
416.884.6708
Business Intelligence Metrics
Supporting each intersection of the Accountability
Matrix
Innovation/Retail Brand LoyaltyVendor ManagementSupply Chain
Strategy
Manage
Operate
Space/Cat Management
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Supply chain work-flow
analysis
Assortment consistent with
Corporate Strategy & Brand
Comp / Market Intelligence
Store Format / Brand
Management
Consumer Analytics &
Segmentation
Supply & Demand Analytics
Adjacent product Impact
Analysis
Balance of Power analysis
Private Label Opportunity
Identification
Banner/Format
Value Analysis
Capacity & Network Analysis SKU contribution Analysis SKU/ Customer Profitability
Regional Marketing Mix
Analysis
Current Product Portfolio
Analysis
Order-to-Cash Process Analysis
Cross elasticity &
OOS/Substitution dynamics
Sales Volume Forecasting
New Product/Format Concept
Testing & Forecasting
Profitability analysis by
consumer segment
OOS triggers and Analytics In-store merchandising Trade Spend budgeting
Pricing Optimization against
National Brands
Custom Offer Redemption
Phantom Stock Display Compliance Localized Assortment Analytics Item Profitability Analysis
Marketing Communication
Effectiveness
Demand Management Shelf POG maintenance
Trade promotion effectiveness
Post-event analysis
Commercialization
Performance Benchmarking
Localized Demand
management

7. MARK FELTHAM
BUSINESS INTELLIGENCE LEADERSHIP
416.884.6708
Metric Contributors
• Shopper analytics
• Owns the loyalty pillar
• Forms the nucleus of the “Profile of the Consumer” metrics
• Utilizing 3rd party geo-demo data for enhanced shopper attribution
• Further determine drivers of demand from best customers
• Identify other potential high value customers
• Market research
• Drives the Innovation Pillar based on metrics
• Provides validation of opportunities in concert with Shopper Analytics
• Location Research
• Shapes localization strategy
• Works most closely with store level execution for local model tuning
• All work in concert as servants to the operations groups
• Enhanced forecasting tools
• Performance metrics
• Execution backbone for custom messaging for Marketing
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8. MARK FELTHAM
BUSINESS INTELLIGENCE LEADERSHIP
416.884.6708
Mark Feltham
• Experience
• Executed this level of change management previously at Nielsen Canada
championing StoreView store-level data
• Increased the frequency of Retailer data from 4 weekly to weekly
• Accelerated delivery of Retailer data from 4 weeks to 2 weeks post period
• Experience at commercializing the value of collaboration metrics
• Knowledge
• Over a decade leveraging Business Intelligence systems and metrics
• Blue Ocean Strategy process improvement champion
• Architect-level data warehouse understanding
• Executive-level Insight generation
• Passion
• Providing business technology solutions drives me
• Enthusiasm for the art of the possible inspires those I lead
• My team’s Inspiration attracts those we seek to serve
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