Trade Promotion Insights from TradeSmart

Turning Data into Actionable Information

TradeSmart Overview

Confidential - for limited circulation onlyCONFIDENTIAL: For limited circulation only

Implementation Options & Next Steps4

Relational Solutions & Mindtree Background1

2 CPG Expertise & Case Studies

3 POSmart DSR Overview

Product Demo

5

AG

END

A

6

Analytics as a Service

Confidential - for limited circulation only 3

Relational Solutions BackgroundData Warehouse, Integration BI/Analytics

“Data Warehouse of the Year!”

DataStage ETL Best Implementors Award

Informatica’s Partner of the Year

Over the YearsIn the Beginning Today

“Top 10 Companies on the Move”

BlueSky Integration Studio

Weatherhead 100Fastest Growing Businesses

“Best at integrating POS with Internal data”

“Coolest New Technologies”

“Top 5000 Fastest Growing Privately”

“Integration Award”

http://images.google.com/imgres?imgurl=http://www.tackledoc.com/Product_Pics/Ardent/ardent_logo.jpg&imgrefurl=http://www.tackledoc.com/brand_index.phtml&usg=__OagYIdbqUTCXNiD38cAhmHgnQqk=&h=58&w=125&sz=4&hl=en&start=140&um=1&itbs=1&tbnid=V0eSxsr2lb6byM:&tbnh=42&tbnw=90&prev=/images?q=ardent+logo&start=126&um=1&hl=en&sa=N&rls=com.microsoft:en-us:IE-SearchBox&ndsp=18&tbs=isch:1

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=-qoqtKHt4EGQsM&tbnid=vdLDH2ruI6U2hM:&ved=0CAUQjRw&url=http://www.cose.org/Build%20Connections/NEOSA%20Technology%20Network.aspx&ei=MOpmUarRC-GM2gXvqYGIBw&bvm=bv.45107431,d.b2I&psig=AFQjCNHKEsT7y9yW6USmZVrcPGooTLhIIg&ust=1365785514622328

Confidential - for limited circulation only

Mindtree at a Glance

68%North

America

18%EU

18%ROW

21% Banking, Financial Services, Insurance

26%Retail, CPG and Manufacturing

21% Travel and Hospitality

24%Hi-Technology and Media

3

$700M+ Annual Revenue$1.75B Market Cap

17,000+ Mindtree Minds

Top 3 YOY growth for 3 years


Global Coverage

5

Basel, SwitzerlandBrussels, BelgiumCologne, GermanyLondon, UKParis, FranceSolna, SwedenVianen, Netherlands

Europe AsiaBeijing, ChinaDubai, UAESingaporeSydney, AustraliaTokyo, Japan

IndiaNorth America

Company HQs Delivery Centers

BangalorePuneChennaiHyderabad

Warren, NJCleveland, OHDallas, TXGainesville, FLPhoenix, AZRedmond, WASan Jose, CASchaumburg, ILMinneapolis, MNChicago, ILLos Angeles, CANew York, NY


Managing DataEDM, DI, MDM, DW, Big

Data

Provide a comprehensive data management framework, architecture and governance to achieve a “single version” of truth

Business IntelligenceDescriptive Analytics

Provide a comprehensive data reporting/dashboards framework, architecture and governance to deliver appropriate, timely and actionable information

Insight GenerationPredictive Analytics

Through an integrated analytics framework and by applying business rules, statistical models, visualizations, and industry specific context derive actionable insights from disparate data

Decision Science & Machine Learning

Prescriptive

Turning actionable insights into measurable outcomes and improving the speed and quality of decision making

Value to the Enterprise

Data Driven Organization Maturity

Relational Solutions Solidifies Mindtree’s Data and Analytics ContinuumThe power of an integrated data and analytics framework


…Defining Mindtree’s CPG Solution Offerings

7

3. Assortment Planning & Prescriptive Analytics

2. Trade Analytics:“TradeSmart” & PromoPro

1. DSR – Single source of integrated, harmonized data “POSmart”

6. Supply Chain Analytics 4. Digital Marketing 5. Omnichannel service orchestration






Product Demo

5

AG

END

A

6



Experience in CPG Value Chain

9

Digital Marketing

Demand Chain Management

Predictive Analytics

Trade Promotion Management and Trade

AnalyticsChannel Collaboration

Demand Signal Repository & Data

Ingestion

BI and Analytics

Distributor Management

Sales Force Automation

CRM & Master Data Management

http://www.cibavision.us/index.shtml






Product Demo

5

AG

END

A

6



Target

Office Depot

Costco

Kroger

Marketing Forecasts Shipments

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

Sales Forecasts

Staple’s

??

? ?

??

The POS Data Dilemma

Walmart


•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 POS So Difficult to Work With?

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


POSmart

Consistency

•Easy Access to Information

•Improved Productivity

Streamline DataGathering

Synchronize, Integrate & Validate POS

Wal-Mart

Marketing Forecasts

CostcoShipments

Sales Forecasts

Office Depot

Others

Staple’s

Target

Nielsen

Kroger

Productive Meetings

Relational Solutions Automates the Integration & Harmonization of Data


Automated Harmonization& Integration

BlueSky Analytics & PromoPro

Feed Other Systems

TradeSmart

Control Center for Correcting

• Consumption• IRI• Nielsen• POS

• Master Data• Other

Source Data

Complex Source Data

BlueSky Integration

Studio

POSmart

POSmartDSR

BIS

BIS

Stage Conform

Data

BlueSky Analytics

POSmart Foundation

Pre-designedRetailer & IntegrationProcesses

Process ControlData Foundation

27


Automated Harmonization& Integration

BlueSky Analytics & PromoPro

Plan Improvement

• Consumption• IRI• Nielsen• POS

• Master Data• Plans• COGS• Shipments• Baseline• Other

Source Data

Complex Source Data

BlueSky Integration

Studio

TradeSmart

POSmartDSR

BIS

BIS

Stage Conform

Data

BlueSky Analytics

TradeSmart Foundation: We add Necessary Data Sources & Data Model

Pre-designedRetailer & IntegrationProcesses

Process ControlData Foundation

27

• Shipments• Products• Plans• Syndicated

PromoPro


1. POSmart Architecture BlueSky Integration Studio Engine

Pre-built retailer mappings

POS Integration process

Customizable validation Routines

Integration objects for Oracle, SQL Server, DB2, Excel

ODBC, OLEDB, Teradata, Neteeza, SAP, RL, txt, FTP, Access, Amazon, AWS, etc.

Flexible Data model – Design/Retail Calendars

Report Matrix for Data Enrichment

BlueSky Analytics, Viewer & Dashboard

Control Center Editor

2. TradeSmart Flexible Data Model

BlueSky Analytics, Viewer, Excel Plug-in & Dashboard

PromoPro

SmartSuite Foundation

Property of Relational Solutions, Inc. By Janet Dorenkott February, 2014,

Confidential - for limited circulation only 17

What Makes it all Work? BlueSky Integration Studio (BIS)

• POSmart has a powerful data integration engine called BlueSky Integration Studio that allows us to quickly and efficiently read and process source data in any kind of format.

• Much of the processing is done in parallel, and in-memory, allowing us to process hundreds of thousands of records per second.

• We use in-database processing (ELT) when working with MPP databases, allow us to take full advantage of the databases massively parallel processing engines.

• Over 200 cleansing, mapping & validation processes expedite the integration process

Any File Format

Validate

Extract

Access

Identify

Enrich

Apply Rules

Load






Product Demo

5

AG

END

A

6



• In-House• Resides on any Database

• Can Source & Target any Database

• Supports virtually any Query Tool

• In-House Managed (IMS)• Cloud or Hosted• Hybrid

Solid Architecture & Flexible Options

Property of Relational Solutions, Inc. By Janet Dorenkott February, 2014,


DW & Business Intelligence

Architecture Reviews

Data Integration

DSR Implementations

TradeSmart & POSmart


Service Offerings

Digital

TPM & TPO


Analytics as a Service4




Product Demo

5

AG

END

A

6

Implementation Options & Next Steps


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 [email protected]

Connect with Janet on

Stay Connected & Informed!

India | USA | UK | Germany | Sweden | Belgium | France | Switzerland | UAE | Singapore | Australia | Japan | China

Demo

India | USA | UK | Germany | Sweden | Belgium | France | Switzerland | UAE | Singapore | Australia | Japan | China

Appendix


BlueSky Analytics - Providing Actionable Insights

AnalystFor The Power User!

ViewerFor The Casual Explorer!

DashboardsKPI’s For All Users!

MobileiPads | Android

BlueSky XLExcel Plug-in!


What is TradeSmart? Leverages the SmartSolution Architecture with integration & 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

Provides insights to Promoted Volume

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.


Relational Solutions, Inc.

BlueSky for Post Event Analytics


PromoPro to Fine-tune Promotions


Dashboard Example


What is Baseline?• Baseline is the expected sales in the absence of a particular marketing variable

like price promotion

• To determine the effectiveness of a given marketing tactic, one needs to first determine the benchmark baseline sales level

• Baseline sales should be relatively stable estimates without wild spikes in volume for any given period

• Should be extendable to all retail segments

• Use of aggregated vs. disaggregated data• IRI & Nielsen use disaggregated data (ie. store level)• Most others use aggregated data (chain/banner level)


Baselines

• IRI and/or Nielsen syndicated services• We have our own internal model• 3rd party modeling formula• We use Baseline Sales to determine Incremental

Sales lift based on • your actual Total Sales during the Promo Event• ROI (Return on Investment) really reflects Return on

Incremental Sales• Incremental Sales are calculated from Baseline Sales• There are several methods used to calculate baseline

sales, pick the one you are most comfortable with.


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


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.


Post Event Report


-Understand if cannibalization is happening across Brands.

-How does price impact volume?

Buns are cannibalized

when Biscuits are promoted.

Cannibalization Report


Margin Assessment


Promo Performance vs Share


Base Vs Incremental


Ship to Scan


Feature type Assessment


ROI

Data & Analytics

Trade Promotion Insights from TradeSmart