Phy-gital Roundtable: Breakfast Roundup from Germany and Netherlands

02 May '15 | Debjyoti Paul

German Shoppers: Meet Them in the Fast Lane to Phy-gital

15 January '15 | Ralf Reich

Shoppers Will Share Personal Information (But They Don’t Want to be “Friends”)

15 January '15 | Anil Venkat

Modernize or Perish: Property and Casualty Insurers and IT Solutions

14 January '15 | Manesh Rajendran

Benelux Reaches the Phy-gital Tipping Point: Omnichannel Readiness is Crucial

13 January '15 | Anil Gandharve

The New Omnichannel Dynamic: Finding Core Principles Across Industries

13 January '15 | Debjyoti Paul

Technology does not disrupt business – CIO day 2014 Roundup

02 December '14 | Anshuman Singh

Apple Pay – The Best Is Yet To Come

02 December '14 | Indy Sawhney

Digital transformation is a business transformation enabled by technology

01 December '14 | Amit Varma

3 Stages of FATCA Testing and Quality Assurance

06 October '14 | Raman Suprajarama

3 Reasons why Apple Pay could dominate the payments space

18 September '14 | Gaurav Johri

Beacon of Hope: Serving Growth and Customer Satisfaction

05 August '14 | Debjyoti Paul

The Dos and Don’ts of Emerging Technologies Like iBeacon

30 July '14 | Debjyoti Paul

What You Sold Us On – eCommerce Award Finalist Selections

17 July '14 | Anshuman Singh

3 Steps to Getting Started with Microsoft Azure Cloud Services

04 June '14 | Koushik Ramani

8 Steps to Building a Successful Self Service Portal

03 June '14 | Giridhar LV

Innovation outsourced – a myth or a mirage or a truth staring at us?

13 January '14 | Ramesh Hosahalli

What does a mobile user want?

03 January '14 | Gopikrishna Aravindan

More Important than Ever: Reliable Demand Signal Management

Posted on: 14 September '15
Janet Dorenkott
AVP and Co-Founder Relational Solutions, A Mindtree Company

I often ask my colleagues at the CPG companies we work with, “Do you trust the data you get from retailers?” It’s a provocative question, I know, but I don’t ask it because I think retailers are fudging their data or trying to mislead their CPG partners. I ask it because of the simple fact that their data is prone to error in various ways. It may be incomplete, there may be duplicate data points, or previously sent data may be “recast”-but one way or another, it’s just not clean.

At that point it’s left to CPGs to distinguish what’s what-fill in missing fields, determine business rules, fix and reload errors, and integrate it all with their internal data. Add in work to identify and analyze promotions and predict future problems that may affect the bottom line, and you’re talking about a lot of time, effort and expense just to make sense of this data and hopefully use it to find some actionable insights.

Now, considering the fact that such data comes in by the bucketful and at variable intervals, you can see why the work of ensuring that it’s clean is extremely complex. For this reason, CPGs often pay third party providers to do the work for them and hand over summarized data. But thanks to the maturity of cutting-edge demand signal management solutions, doing this work in-house no longer needs to be as arduous or expensive as it was in the past.

Demand Signal Management Solutions: What to Look For

Companies looking for a reliable enterprise demand signal management solution need to know that it has pre-defined processes to handle data integration, cleansing and management-all with an interface and workflow that’s easy to use. Other must-have features to look for include:

  • database-specific API tie-ins
  • little to no coding necessary
  • in-memory processing for maximum performance

A true demand signal management solution will automate the extraction, transformation, cleansing, synchronization and management of data-thereby making simple tasks easy and complex tasks possible, while providing a fast ROI for POS projects. And by doing enterprise demand signal management work in-house, CPGs not only get more timely information, but also save money by purchasing only the data they aren’t already getting from retailers.

But in terms of what to be cautious about: Be cautious of vendors offering demand signal management solutions that leave you completely dependent on them for any future customizations or enhancements. Since demand signal management is a “process” rather than a “product,” companies should have the option to make future enhancements and management decisions without being forced to go back to the vendor whenever they need changes.

Every company is different and may grow into their solution in unique ways, but common changes like adding a new retailer or a new data source should be possible without contracting the vendor for additional services or add-on “modules.” You should have the control to run processes or stop them, view log files, and even monitor jobs in real-time-all behind your own firewall, if you wish.

Turn-Key Solutions

The recent addition of Relational Solutions to Mindtree has grown our capabilities in this area exponentially. We are excited to help CPG companies get ahead of the curve and start taking control of the data available to them. If you’re ready to take the next step in demand signal management, please contact us for a conversation.

What to include in your demand signal process?

Download Checklist

Janet Dorenkott

Janet Dorenkott Relational co-founded Solutions in January of 1996. Since then, the company has participated in the implementation of over 100 data integration and business intelligence solutions for their customers. Janet is responsible for all of the sales and marketing efforts of Relational Solutions. Prior to founding RSI, Janet worked for the business intelligence group of Sybase and was responsible for business development at Network General.