Business Tip 13
Increase the Actionability of Your Results by Using More Data

CAUSE and EFFECT can become clearly evident by displaying information
from multiple sources side-by-side

Including more granular data broadens the scope of your insights.

Once data is truly integrated, having “too much data” is less problematic. In fact, the more data sources that are included in an analysis, the wider the scope of the analysis and insights that come out of it. For example, by including store level data, the ability for manufacturers and retailers to effect change becomes possible – corrective steps can be taken at exactly the level where action is required.

Example: Retailer POS, Syndicated Scan, Syndicated Panel and In-Field Observations

In this scenario, the manufacturer of “Avalon” and the retailer “Supermart” know that the AUTODISH Category is growing in the Atlanta market, but what they really want to know is where it is growing and why.

The chart below shows changes in key indicators from a variety of data sources over a one-year period from 2006 to 2007.

An assessment quickly reveals that AUTODISH category growth is due to improved quality of promotional support and POG compliance and that this in turn resulted in a large increase in Core Buyer behavior.

• Supermart increased its Core Shopper Share of Requirements by 11.5%
• Core Shoppers increased their annual purchases by 24.5% and their $/Trip by 18.8%
• Consumer Events increased Dollar Sales by 17.8% despite and 11% reduction in Weeks of Support

By including numerous integrated data sources and increasing the granularity of data, retailers and manufacturers can assess not only what happened, but why and where it happened as well.

The data, products and accounts depicted in this example are fictitious. Any resemblance to actual data, products or accounts is purely coincidental.