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Trade marketing analytics in consumer goods industry
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Resumo(s)
We address transparency of trade spends in consumer goods industry and propose a set of business performance indicators that follow Pareto (80/20) rule – a popular concept in optimization problem solving. Discovery of power laws in behaviors of travelling sales persons, buying patterns of customers, popularity of products, and market demand fluctuations – all that leads to better-informed decisions among all those involved into planning, execution, and post-promotion evaluation. Practical result of our work is a prototype implementation of proposed measures.
The most remarkable finding – consistency of travelling sales person journey between customer locations. Loyalty to brand, or brand market power – whatever forces field sales representatives to put at least one product of market player of interest into nearly every market basket – fits into small world model. This behavior not only changes from person to person, but also remains the same after reassignment into different territory.
For industrialization stage of this project, we outline key design considerations for information system capable of handling real-time workload scalable to petabytes. We built our analyses for collaborative processes of integrated planning that requires joint effort of multidisciplinary team. Field tests demonstrate how insights from data can trigger business transformation. That is why we end up with recommendation for system integrators to include Knowledge Discovery into information system deployment projects.
Descrição
Project Work presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Information Systems and Technologies Management
Palavras-chave
Knowledge discovery Power law Networks Consumer goods Trade marketing.