Data Literacy - Promotional Data

Last week, we left off with three critical questions regarding promotional data.

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?

Demand Planning systems are not built to capture trade performance.

I don't know why, or maybe I have not seen as many, but most demand planning solutions I have come across give little to no thought to historical promotional data. I could ask for a custom field where one could upload historical promotional data or a field where future promotional data can be entered. 

This is it, though. It does not provide the ability for contextual modelling, such as cannibalization and consuming/ converting trade data. 

It is great that there are CPG-specific ML solutions out there. Still, those solutions need a robust analytical layer where these promotions can be modelled or intelligently captured. 

The opportunity and risk tracker is a good tool, albeit in Excel. It is basic but effectively fills the gap between trade and demand planning in one of the world's largest tier 1 CPG companies. 

In the wild, I have not seen a digitized intelligent opportunity and risk tracker with advanced modelling capabilities. This might be a good candidate for your Power BI projects.

Have you seen a demand planning solution with proper promotional modelling? Does it understand different promotions, allow for cannibalization assumptions and have a feed with trade planning solutions?