All posts by Rick Pensa

Insight Is Seeing It First

What does it take to be a visionary? Does your company struggle with how to see the real nuggets of truth in your data?  Does your company know where the best stores are?  With the right tools you can see opportunities before they become threats.  If you see the threats or opportunities before your competition sees you win.

Seeing data better has now become a new paradigm for reporting called Data Visualization.  How much data does your company have and how many reports circulate around your department month after month usually ending up in the trash can with no business impact?  With the right tools and reporting strategy driven by a Data Visualization strategy your team can see data in a manner that drives results – Insight is seeing it first!

In the land of the blind the one eye man is king; when you can see the threats and opportunities in your data before your competition sees it; your team can react and change direction, strategy or tactics.  Seeing data on web browser based tools that can be quickly accessed from anywhere provides a quick a timely scorecard just in time for an account meeting.  The user does not have to be computer savvy or an analyst to pull rich analyses and impactful charts down for a customer meeting the next day. 

The results are:

  • More time selling for your account teams
  • Sophisticated analyses such as Price Elasticity, Assortment Optimization and Trade Analytics in a push button environment
  • Relevant business building presentations that drive customer decisons

  • The need for fewer analyst resources and more sales exposure to your customers

  • Your account management team become consultants to their customers

With today's tools spreadsheet reports become graphic icons on a map, hours spent over a Power Point deck becomes a push button affair and the analyses that went undone are now presented with impactful "ah-ha's" to your customers.  Specific issue oriented presentation decks can be developed at headquarters that are market relevant when they are downloaded by your account teams.

Let us do a needs assessment of your current reporting strategy and we can develop an approach to data visualization that truly help your sales and marketing teams see their opportunities better.  Insight, Information & Consulting Services, Inc. can help you develop a set of information tools that put everyone from the top executives to your account teams on the same information page.  We offer a full suite of tools to help you visualize your data on maps or deliver 1,000 customized presentation decks to account teams across the country with the click of a button.

Visit us at www.insightinformation.net

Thin Client Information Delivery Tool

Insight, Information & Consulting Services has developed an exciting new tool in the data visualization space working on the Fusion Point platform.  We have worked with Fusion Point to customize their basic information delivery platform to provide enhanced template and user experience functionality.  A recent development is the ability to dump data out of Fusion Point into an Excel template that takes the exported data and executes a macro from the assigned template to further enhance the data.

An example of this functionality is a macro that exports all accounts in a geography for a selected product, executes a macro that asks the user for the number of units to be allocated then prepares a number of columns and formulas to allow the user to allocate a special pack across those accounts.  The user simply places an "X" in the field beside the desired account to produce that account's fair share of the allocated units.  The template also allows the user to override the calculated number of allocated units with a manually entered allocation amount.

We build custom templates to work in Fusion Point that will deliver tools such as SKU Optimization, Trade Promotion Analytics or information templates with built in intelligent text.  Fusion Point can house any type of data:

  • Syndicated data such as Nielsen or IRI
  • Internal shipment data
  • POS data
  • Consumer and respondent data

Call Rick Pensa at Insight, Information & Consulting Services for more information – 770-425-4243 or email at bpensa@insightinformation.net .  www.insightinformation.net

Data Visualization – Location Intelligence

This is a new web log to address the exciting new concept of visualizing business intelligence data in easy to use tools even on a map.  Nearly 80% of business data is location driven, and it only makes sense to see data on the familiar metaphor of a map.  The focus of this "blog" is to deliver insight into tools that deliver information from your data.  We are pioneering the use of mapping tools to view information in the Category Management process in the Consumer Package Goods (CPG) industry.

We will publish tips and analytic techniques used in Excel, Access and using spatial analysis tools to expand Category Management data visualization with the use of maps.  The tool I use is the AWhere SIS spatial analysis suite of tools to produce output such as:

  1. Shopping mission driven trade areas
  2. Loyalty card shopper analysis
  3. Map causal impact on POS sales
  4. Develop consumer profiles using POS data

The following map shows how store coverage data collectedon handhelds can be mapped to show impact on POS sales at the store level:

Mapjpeg_better

Location Intelligence WEBINAR

We conducted a Location Intelligence WEBINAR under the auspices of CPGCatNet with some interesting discussion about which spatial data most CPG companies view as important to them and what drives their retail store clustering. 

While I would have thought that most CPG manufacturers would cluster based on demographics our on-line poll indicated more reliance on clustering with store characteristic data.  I like to emphasize the use of store characteristic data, sales rates (sales/$1 MM ACV), sales sq ft etc as well as demographics to cluster stores.  We were surprised to see very few mention consumer addresses as important sources of location intelligence.

The consumer address information is an important source of demographic information for profiling and targeting your consumers and the more you can use that data the more ROI that usage returns to your company.  Mapping consumer respondent data around stores can help foster better targeted local marketing efforts.  I still think the huge supply of Loyalty Card respondent data is a huge source of great intelligence that is not being fully mined and geo-spatial software can be a great tool to make sense of Loyalty Card data.

I encourage your input and thoughts…please let us hear from you!!

AWhere For Retail Link Data

Ever wish you could see Wal-Mart Retail Link store level data on a map?  The AWhere folks have developed a "Lite" version of AWhere SIS that only links to spreadsheet data.  We are in the process of developing Excel templates that are populated by Retail Link output, cleaned up with a macro and mapped in the AWhere SIS "Lite" tool.  The whole process is a clean end to end turnkey output of Retail Link data for your stores mapping Out Of Stocks, distribution, POS Sales, Mark Ups and basket information at the store level and aggregated by Wal-Mart DC.

Does anyone have any ideas or wishlist output that I can build into the templates?

Location Intelligence

This is a new web log to address the exciting new concept of visualizing business intelligence data on a map.  Nearly 80% of business data is location driven, and it only makes sense to see data on the familiar metphor of a map.  The focus of this "blog" is the use of mapping tools in the Category Management process in the Consumer Package Goods (CPG) industry.

We will publish tips and analytic techniques using spatial analysis tools to expand Category Management data visualization with the use of maps.  The tool I use is the AWhere SIS spatial analysis suite of tools to produce output such as:

  1. Shopping mission driven trade areas
  2. Loyalty card shopper analysis
  3. Map causal impact on POS sales
  4. Develop consumer profiles using POS data

The following map shows how store coverage data collect on handhelds can be mapped to show impact on POS sales at the store level:

Mapjpeg_better