The Need for Intelligent Data Analytics by Lauren Maschio
Leveraging data to create a sustainable competitive advantage is not a new concept. Historically, many companies have achieved such a feat, but in every instance, innovative technology was implemented to help these organizations obtain this goal. Companies such as Google, effectively leverage the information received on every click of its search engine to gain better understanding of its customers. CPG manufacturers and retailers are struggling with how to leverage information in a timely manner to gain real insights into their businesses. The reason for this is…
that they are facing barriers on the technology side that prohibit them from leveraging information efficiently. In a recent survey, we found this to be a consistent obstacle that executives face when it comes to trying to manage or implement an enterprise-wide knowledge management system. These issues and more will be discussed in detail at Kenosia’s Demand Analytics Conference 2009 on October 7 and 8 in New Orleans.
“Balkanization” of Demand Data Feeds
The past guides us into the future on how data analytics are both viewed and utilized. For many years, there were only 2 syndicated data sources that CPG companies used for business decisions. Once Wal-Mart started providing their own data feed, many other retailers followed suit. From that point on, the value of any single data feed was diminished; no one source of information provided all of the necessary resources to accurately analyze data. This created a balkanization of data. Now, numerous key data sources must be normalized in order to offer real business insights. With so many data sources, data management has become exponentially more difficult and complex. Dennis Thompson, Director of Enterprise Information at Acosta, will be a guest speaker at Kenosia’s Demand Analytics Conference 2009. He will outline the issues that his company faces when normalizing retailer data. He will then discuss their IT strategies along with their technology initiatives to address retail data changes.
New Technologies Generate New Information
CPG data analytic technology needs to be better prepared for the future. In addition to the expansion of key information sources, the expectation of timely access to this data has moved from months to minutes, with the future prospect of real-time data analysis. With the proliferation of mobile technology comes the expectation of instant accessibility and real-time interaction with consumers. Demand data, driven by advertising and marketing, must be integrated into existing analytical processes. CPG organizations that embrace this concept and leverage innovative technology will have a competitive advantage. Enrique Ortiz, a long time technologist, blogger, and writer/founder of Artemis Wireless Werks will present Understanding the Relationship between the Internet of Things, Real-Time Data and Your Business at Kenosia’s Demand Analytics Conference 2009. He will detail how the latest in real-time channels provide businesses with new and unique opportunities that allow them to reach, attract and converse with potential customers. By taking advantage of this new opportunity, companies will be able to track product and consumer behavior, manage their brand, and monetize the opportunity.
Companies Will Demand More Information from Their Content
As more applications are introduced to the industry, the cost to train and implement these applications greatly increases. These additional tools are utilized by numerous departments and as staff changes or technology is updated, further training will be required. The cost of these new applications is immense and executives will demand justification for the investment. They will be expecting to see which of these new tools are being used, by how many individuals and, more importantly, how often are these tools successfully adding value to the analysis. However, today’s technology does not answer these important questions. Ron Bienvenu, Chairman and CEO of Kenosia solved this technical problem in the 1990s when he served as CEO of SageMaker, Inc. Under his guidance, SageMaker developed, sold and supported mission critical content management solutions to a global customer base including Royal Dutch/Shell, ExxonMobil, BP, McGraw Hill, GE, Caterpillar, Siemens AG and many more. At Kenosia’s Demand Analytics Conference, Mr. Bienvenu will present an overview of how these companies were able to account for their resource investment with technological innovations developed at SageMaker. He will then reveal his vision of similar innovations for the CPG industry.
Lauren Maschio – Kenosia Senior Vice President of Marketing
Lauren Maschio has over 20 years of marketing management experience. Prior to Kenosia, Ms. Maschio headed up marketing at Process Software where she was responsible for the strategic direction of nine software product lines and services. Ms. Maschio also held marketing management positions at Compaq, Bay Networks, and CrossComm. She holds an M.B.A. from Northeastern University and B.S. from Babson College.
