Sense and Shape Consumer Demand for Your Products
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Benefits of SAP Demand Signal Management Capture demand, spot trends, and respond faster Capture Actual Demand Signals
Access massive amounts of up-to-date POS data along side Market research data and combine with social sentiment indicators
© 2012 SAP AG. All rights reserved.
Capture Analyze Respond
Quickly Spot Market Trends and Deviations
Respond Faster to Demand Fluctuations
Drill down into massive amounts of granular demand and market data to develop market insights and understand consumer trends
Ensure integration with core business and supply chain processes and accelerate end-to-end downstream processes
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Physical SAP DSiMLimits is a HANA-based solution Overcome limitations
Solution SAP DSiM based on HANA Data is exploding
Deep & High speed on granular data SAP in-memory computing
Current relational database technology FDQ¶WKDQGOHWKHYROXPHYHORFLW\DQG variety of your demand data © 2012 SAP AG. All rights reserved.
Scalable and centralized inmemory database for BIG DATA 4
Challenge #1 Addressed by SAP Demand Signal Management Information Latency and Lack of Granularity
Distribution Network Finished Goods
Existing Approach Multiple Layers to Consumer Demand
New Approach Direct access to Consumer Demand
Manufacturer
Wholesale Level Retail Level
Consumer Level
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Multiple layers leads to latency in data Multiple aggregations leads to loss of granularity
SAP Demand Signal Management, powered by SAP HANA
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Challenge #2 Addressed by SAP Demand Signal Management Lack of Cross-Functional Process Synchronization Existing Approach Disconnects due to lack of up to date information Supply Chain
New Approach Single Source of latest information to synchronize processes
Forecasting Demand Inventory Targets Stock Replenishment
Supply Chain
RIGHT -
SAP Demand Signal Management,
Product Quantity Place Time Price
powered by SAP HANA
Sales
Sales Targets Sales Promotions Store Listings © 2012 SAP AG. All rights reserved.
Marketing
Sales
Marketing
Market Share Goals Introducing New Products Trade Funds 6
Selected Use Scenarios for Demand Signal Management Sales, Marketing, and Supply Chain
Promotion Effectiveness
Track promotion participation and compliance and track price variation per store
Monitor market share changes and identify root causes for declines in sales Market Share Analysis
Monitor demand and market data and analyze historic sales and promotions to increase forecast accuracy Forecast Accuracy
Analyze demand data and benchmark store sales to identify critical issues and prioritize sales visits Sales Analysis & Planning
Reduce lost sales by monitoring inventory levels and quickly spotting stores with out of stock Out of Stock Reduction
© 2012 SAP AG. All rights reserved.
Track store sales, price and promotions for new product launches and ensure stock availability Product Launch Success
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Scope of SAP Demand Signal Management 1.0 DSiM 1.0 delivers comprehensive functionality to upload data from different company external data sources
Supported data types are: Retailer pointof-sale data and syndicated data from market research institutes
During the upload process external data is validated, harmonized, enriched and made available for consumption
DSiM contains functionality to control and monitor the entire upload process
SAP WebDynpro UI-Examples
© 2012 SAP AG. All rights reserved.
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Scope of SAP Demand Signal Management 1.0 On the consumption side DSiM 1.0 delivers pre-build out of the box analytics & dashboards
Unified data access allows flexible consumption of demand data (Mobile, BOBJ, custom-built analytics)
Cross system navigation (SAP ERP, SAP CRM) supports taking action
Integration of social media data is prepared and can be used and extended by customers
DSiM 1.0 offers different possibilities to SAP WebDynpro UI-Examples
© 2012 SAP AG. All rights reserved.
outsource parts of the data upload process to 3rd parties 9
SAP Demand Signal Management Rapid-Deployment Solution The ready-to-run rapid-deployment solution for SAP Demand Signal Management
Fixed scope, pre-defined services at a fixed price Allows a fast track implementation delivering quick ROI with lower risk
Includes key SAP DSiM scenarios: Implemented in as little as 8 weeks Software
Leveraging retailer point of sale data and syndicated data from market research institutes via test data (mock data)
Service
Content
Enablement
Pre-defined and pre-configured based on in-depth industry expertise End-to-end, from data upload to analytics including exception handling Integrating SAP ERP data Extended with SAP BusinessObjects Data Services
Available since Jan 2013 http://service.sap.com/rds-dsim
Enhanced with content for SAP BusinessObjects Explorer and SAP BusinessObjects Analysis © 2012 SAP AG. All rights reserved.
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Analytics & User Interface
Key Analytics delivered in Demand Signal Management
Analytics delivered:
Grouped into roles:
On Shelf Availability (by location or product)
Key Account Manager
Out-of-stock Analysis (by location or product)
Stock Analysis (by location or product) Sales Analysis (optionally with Social Media)
Product Manager
Marketing Director
Sales Director
Promotion Analysis Product Launch Analysis
Demand and Supply Planner
Market Share Analysis © 2012 SAP AG. All rights reserved.
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Extensibility of the User Interface ,W¶VSRVVLEOHZLWKPLQLPXPHIIRUWVWRextend the existing Analysis or to add new ones to DSiM
Existing Analysis Customers can modify/enhance the existing reports with minimum of efforts, all is integrated in the framework.
New Analysis Customers can build their own reports and integrate them in the NWBC user interface. © 2012 SAP AG. All rights reserved.
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Work Center Example ± Chip concept
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DSiM Analytics User Interfaces ABAP Web-Dynpro (Standard UI)
Mobile (HTML 5 Prototype)
BusinessObjects Dashboards (Showcase)
BusinessObjects Analysis (Excel)
Access of data via SAP BW Queries © 2012 SAP AG. All rights reserved.
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Side Panel Access By opening any SAP DSiM Analysis, the Side Panel in the right hand will be visible and can be accessed.
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SAP DSiM ± customer specific Analytics (e.g. using Business Objects Dashboards) Insight on market share changes and Sales (value) Impact by brand
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Data Acquisition
SAP Demand Signal Management on HANA Improved Market Insight Important Data Types
Market research data is provided by a large number of market research institutes e.g. Nielsen, GfK, IRI, Drotax etc.
Retail panel (syndicated data): Info about the market from the retailer sales perspective. The data is normally provided per country and product category. Customers can partially influence the structure and content of the data
Household panel (consumer scan): Describes the market from the perspective of the consumer behavior and combines it with socio demographic information
Promotion tracking: Detailed information on promotional activities and tactics combined with in store prices and products on flyers and handouts.
Media spending: Detailed information on the advertising media activities
Brand health data: User perception on the different aspects of a brand proposition
SAP Demand Signal Management 1.0 supports retail panel data © 2012 SAP AG. All rights reserved.
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Integration of SAP DSiM 1.0 and Social Media Data (1)
Navigation
SAP DSiM offers possibilities to integrate DSiM data (e.g. POS data, market research data) with aggregated social media data on the fly Î small footprint and low TCO
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SAP DSiM offers possibilities to nagivate to Netbases workbench for a detailed analysis (down to post level) (1) Source: Netbase © 2012 SAP AG. All rights reserved.
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Data Harmonization and Enrichment
Control, Cleanse, Harmonize & Enrich
Cleanse & Check Quality Control & Monitor
Automated data upload and processing
End-to-end monitoring
Flexible functions to check data quality & completeness
Harmonize
Harmonization of external data with internal data Automated harmonization process using rules.
Enrich
Enhancement of incoming data to make it more usable
Rules for quality check, harmonization and data enrichment are contained in an open and extensible framework © 2012 SAP AG. All rights reserved.
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Data Quality Validation
Validation Functions
Standard Validations o Absolute .3,¶V o Comparative .3,¶V o Out-of-Sequence KPI
Validation Life Cycle Customizing
Functions, Sequences, Steps, Thresholds
Delivery Agreement Specifics
Developing own Validations
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5 Key Points to Take Home
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SAP Demand Signal Management delivers powerful capabilities to manage and analyze massive volumes of demand data (POS data), market research data, social media data and internal data
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SAP Demand Signal Management delivers speed and flexibility based on In-Memory technology (HANA)
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Is relevant for multiple LOBs like Marketing, Sales and Supply Chain Management
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Provides pre-defined analytics leveraging data available in SAP Demand Signal Management
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Delivers Mobile Showcases, e. g. for Key Account Managers and Marketing Directors
© 2012 SAP AG. All rights reserved.
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