Data Literacy - Challenges in Capturing Promotional Data

Typically, a promotion runs for a week or less, and two types of data points are captured during the promotional event.

1. Shipment data - ERP capture

2. Promotion performance - typically with some lag 

We are familiar with shipment data, but promotions performance management is far removed from supply chain management. It focuses on tracking promotional performance, deduction management, and other tools that typically help sales manage their spending. 

The gap and challenge is how data captured by the trade performance solution and team is translated and accounted for by the demand planning team. Multiple issues exist,

1. Demand Planning systems are not built to capture trade performance - albeit some don't even have a data model that captures historical promotional data

2. Even if an intermediary solution existed that converted trade management data into demand-consumable data, the sheer volume would make it impossible.

3. Finally, who does it? Trade planning or demand planning?

How does your organization communicate promotional data to demand planning?