Turning Data into Actionable Information

TradeSmart, Trade Promotion IntelligenceThere’s No More Excuse For Poor Performing Promotions

Janet Dorenkott440-899-3296 x225 janetd@relationalsolutions.com

Karen Kurtzweil x239karenk@relationalsolutions.com

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

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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

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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

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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

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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

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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

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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

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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

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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.

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-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

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