2009 Readers' Choice Survey: Demand Data Analytics
Despite the economic downturn, consumer goods (CG) companies continue to turn to downstream data for consumer and customer insights to drive revenue. According to Lora Cecere, vice president, Consumer Products, AMR Research, demand data analytics will continue to be "an area of investment through the downturn" as companies attempt to leverage insights across the enterprise. Dale Hagemeyer, research vice president, Industry Advisory Services - Manufacturing, Gartner Inc., adds that "uncertainty underscores the need to sense and respond."
As this market matures, however, expect changes in the type of solutions that technology providers offer. Peter Bambridge, research director, Industry Advisory Services - Manufacturing, Gartner Inc., explains, "CG manufacturers will increasingly look to web-based software-as-a-service approaches to reduce setup and running costs, as well as to broaden access to the information." Not only will the delivery change, but the type of analytics will change. Cecere predicts that the market will continue to develop predictive analytics to allow companies to get better at shelf sensing and market demand shaping. Hagemeyer also expects optimization capabilities to eventually play a role.
The Holy Grail is still a centralized repository where all demand data can be managed, cleansed, normalized and leveraged by the entire organization. The need for data transparency combined with the need for global insights is driving most initiatives, although not all technology companies are prepared to provide such broad offerings. Many CG firms aren't prepared for enterprise-wide initiatives either, focusing instead on meeting the short-term needs of their sales and marketing organizations.
Expect the vendor landscape to shift as larger technology providers attempt to differentiate themselves. According to Bambridge, the bigger syndicated providers are facing changes to their business models as credible alternatives to traditional sourcing continue to mature, although they do remain at the top of our list. Predictions on mergers and acquisitions within the vendor community vary, with some experts predicting more consolidation and some predicting that smaller vendors will simply disappear. Cecere feels the market will continue to consolidate around the IBM, Oracle and Microsoft ecosystems.
BREAKOUT FAVORITES
Customer Experience: Truedemand Software
TrueDemand Software was selected by the editors of Supply & Demand Chain Executive magazine for inclusion in the "Supply & Demand Chain Executive 100". Companies featured on the list are recognized for their innovation in helping transform the supply and demand chains for companies worldwide.
SMB Market: The Nielsen Company
"Heinz is committed to delivering consumer and category leadership with our customers. The Nielsen Assortman model has been instrumental in enabling our organization to deliver category-centric assortment recommendations for our customers, resulting in category and brand growth for our customers."
--Chris Shaw, Sr. manager, category business planning, H.J.Heinz company
| Top 10 |
| 1. The Nielsen Company |
| 2. IRI |
| 3. Retail Solutions |
| 4. Vision Chain |
| 5. Kenosia |
| 6. Shiloh Technologies |
| 7. TrueDemand Software |
| 8. Vendor Management Technologies Inc. |
| 9. Relational Solutions |
| 10. Agentrics |
The Holy Grail is still a centralized repository where all demand data can be managed, cleansed, normalized and leveraged by the entire organization. The need for data transparency combined with the need for global insights is driving most initiatives, although not all technology companies are prepared to provide such broad offerings. Many CG firms aren't prepared for enterprise-wide initiatives either, focusing instead on meeting the short-term needs of their sales and marketing organizations.
Expect the vendor landscape to shift as larger technology providers attempt to differentiate themselves. According to Bambridge, the bigger syndicated providers are facing changes to their business models as credible alternatives to traditional sourcing continue to mature, although they do remain at the top of our list. Predictions on mergers and acquisitions within the vendor community vary, with some experts predicting more consolidation and some predicting that smaller vendors will simply disappear. Cecere feels the market will continue to consolidate around the IBM, Oracle and Microsoft ecosystems. BREAKOUT FAVORITES
Customer Experience: Truedemand Software
TrueDemand Software was selected by the editors of Supply & Demand Chain Executive magazine for inclusion in the "Supply & Demand Chain Executive 100". Companies featured on the list are recognized for their innovation in helping transform the supply and demand chains for companies worldwide.
SMB Market: The Nielsen Company
"Heinz is committed to delivering consumer and category leadership with our customers. The Nielsen Assortman model has been instrumental in enabling our organization to deliver category-centric assortment recommendations for our customers, resulting in category and brand growth for our customers."
--Chris Shaw, Sr. manager, category business planning, H.J.Heinz company