Demand Signal Repositories

As consumer goods (CG) manufacturers strive to become more demand driven, the ability to capture and leverage actual demand signals is critical. Companies that are able to take advantage of newly-available demand data, including direct-from-retailer point-of-sale (POS), EPC and loyalty card data will absolutely have an advantage over those that don't. This task, however, is no small feat and only a small number of companies have actually built the capability to do so. Most are still manually analyzing available data in departmental silos, even channel or account silos, and most of that data is too old to be actionable.