BSI: How We Did It - The Case of the Fragrant Sleeper Hit
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Transcript of BSI: How We Did It - The Case of the Fragrant Sleeper Hit
© Teradata 2011< 2 >
We’re Getting A Lot of Questions …
Hi Everybody,
We’re the brains behind the scenes and wanted to answer your questions about “how” we did the Fragrant Sleeper Hit study.
This write-up will give you an idea of our clients’ architecture and some details of our investigation.
Take a look, and if you still have questions, shoot them to us! We’re both on Facebook.
Yours truly, Chi Tylana, Lead Investigator
Jodice Blinco, Director, BSI
Jodice and Chi go overthe final report for Great Brands
© Teradata 2011< 3 >
Scene 1: at Great Brands HQ – Jan (COO), Stella (Group Brand VP) and David (VP Mfg)
• Today’s meeting is a review with Jan of the Goldensoft re-launch. Last year Great Brands did so-so with the rollout of the lime, spice, and ginger fragrances. They are adding coconut and almond this year.
• Stella did some initial store tests but the point of sale data is somewhat inconclusive about demand.
• But she used this to provide some inputs to David, responsible for the Production Plan.
Goldensoft Skin Lotion Fragrance Options
Lime Spice (last year’s top)Ginger Almond (new)Coconut (new)
© Teradata 2011< 4 >
David’s Original Goldensoft Production Forecast
David shows Jan the production plan (next page), built from Great Brand’s SAP Advanced Planning and Optimization (APO) application, running on Teradata.
This is a ramp plan for the 4 months running up to Christmas for each fragrance. Units are in thousands of cases, each holding 64 Goldensoft items.
NOTE: Lime and Spice were expected to be the Top Predicted Sellers, based mostly on last year’s actuals coupled with Stella’s initial store tests of the new fragrances. But she didn’t get a lot of feedback, which is why David is nervous.
Last year they had some major shortfalls so David wants to make sure they do better this cycle, especially with the new COO ‘watching’.
© Teradata 2011< 6 >
Stella’s Original Goldensoft Marketing Plan
• Stella used the Aprimo Marketing Studio to lay out the spending, by the 4 regions and nationally, on a variety of marketing elements, ranging from regional store flyers and events, plus national TV and web marketing efforts. (Next page)
• Although not shown in the episode, Aprimo also helps Stella track her spending across all the activities, including all collateral development and approvals with agencies, and compare plans to actuals.
• She picked Lime as the main fragrance to highlight in all her promos
• Unfortunately for her, Jan isn’t convinced she has a solid plan and asks her to call in BSI for some help
© Teradata 2011< 7 >
Stella Uses Aprimo Marketing Studio A Comprehensive Solution
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APRIMO VISION
Aprimo Platform
ChannelsAgencies
Customers
SEO/PPC Store/Branch ATM/Kiosk
Broadcast EmailEvents
Agent or Acct Manager
Print Social Media
Web
SmartphooneCall Center
Webinar
Direct Marketing
Media
Direct
Creative
Marcom Web Advertising Finance Events
The Marketing Value Chain
CMO
© Teradata 2011< 9 >
Stella Also Uses Aprimo Marketing Operations - WorkflowDesigning and Approving the Goldensoft Ad Copy/Visuals for Print and Promos
© Teradata 2011< 10 >
Scene 2: Stella Meets with BSI
• Stella meets with BSI Investigators on contract - Chi, plus 2 new BSI hires Mercedes and Marco. This is their first case!
• They form a plan to go way beyond POS data to predict the right mix:> Can we find what are people saying about the Goldensoft fragrances now?> Is Word of Mouth from top tweeters / opinionators - the “Skintastics” -
influencing others to buy? How much?> What patterns can be merged between social buzz and retail sales that can
influence demand planning and inventory rollout, as well as marketing plans for signage, end cap displays, regional TV spot buys, and other promos?
Chi TylanaBSI Lead
MercedesMarple
Stella, GroupBrand VP
MarcoEspinoza
© Teradata 2011< 11 >
Scene 2: The BSI Team Divides up the Work
Chi: let’s integrate POS with 2 studies of Goldensoft customers
> Marco: do Sentiment Studies on attitudes re fragrances – monitor the blogs/tweets for preferences using sentiment analytics
> Mercedes: detect and study the influence impact of the Skintastics on others, with a viral couponing campaign
© Teradata 2011< 12 >
Scene 3: FOUR Weeks laterThe team goes over the 2 studies with Stella
• Marco collected and did some sentiment analytics using Attensity’s Twitter Firehose Extraction tool. Reports show (see next pages):> 1000+ raw tweets, positive, negative and
neutral> Tweets vs. competitors, normalized to 100% and color-coded positive/negative> Drill down on sentiments by Fragrance> Sentiment changes by week, by region
• Looks like Almond and Coconut are going to be very popular sales items!
Marco Used Attensity to Capture & Analyze Twitter Sentiment - Overview
LISTEN: 75+ million online sources including Twitter, Facebook, blogs, review sites, earned and paid media
ANALYZE: Get real business insights in
32 languages with over 100 reports &
dashboards. Drill down to the details
behind the sentiment.RELATE: to your internal reporting, CRM and business systems.
ACT: reach out and engage with Attensity Respond.
Plus internal sources like emails, surveys, owned media, private forums
ATTENSITY VOC COMMAND CENTER
Raw Tweets, Both Positive and Negative
Captured from subscription to
Attensity Twitter Firehose
Then scored for intensity of comment
and graphed (next pages)
Can also capture tweets on competitors (Magic Elixir and Erfrischer)
Sentiment : Goldensoft vs. Competitors
CompetitorBrands
Note ratio of positive: negative for Goldensoft is good; 8:1
© Teradata 2011< 19 >
2nd Study: Mercedes Studies Viral Couponing
• Begins by looking at first purchases vs. repeat purchases (POS data)> Using Loyalty Data analytics (CPG
Manufacturers are increasingly getting basket-level loyalty card data from their retailers)
> Looks for an "early adopter" segment from store sales data,
> And a "repeat purchase" metric
One issue with CPG product launches is that blanket media communication can drive high levels of trial giving the impression of a big success, but no repurchase as the product doesn't live up to expectations leading to a slump in demand, usually just after the CP has invested a ton in packaging and ingredients because of the initial demand!)
© Teradata 2011< 20 >
Report Showing Initial vs. Repeat Purchases
0
5
10
15
20
25
Lime Spice Ginger Almond Coconut
OverallLoyalRepeat
Goldensoft Hand Lotion- Repeat Buy Analysis, By Fragrance
Repeat buys of Lime and Spice are low!Repeat buys of Almond and Coconut are outstanding!
© Teradata 2011< 21 >
Mercedes’ Coupon Campaign for this Segment
• A coupon offer with two parts> $7 off for the individual OR > $20 off if at least 2 other friends also buy the product
• Mercedes Runs a “Viral Couponing” Campaign> A real-time social media couponing experiment, (much like
what Jimmy Dean Sausage tried, see later slide) > Sends out coupon offers to the Skintastics segment> Analyzes how people influence their friends to purchase> Can see coupon campaign results – by fragrance type> Also by region
• She starts by creating a Skintastics Segment – Loyal customers who bought Goldensoft at least once before and
typically become repeat purchasers of cosmetics
© Teradata 2011< 22 >
Viral Coupon Campaign Deployment on Aprimo
InnerFirewall
TeradataDatabase
TCIM ClusterTCIM
Load Balancer
Aprimo RelationshipManager, part of Aprimo Marketing Suite
ARM/Administrator
OuterFirewall
DMZ
Corporate Intranet
Reporting User
Marketing User
Emarketing Server
Social MediaInfluencers
Social Feed Social Feed
EmailOffer
Send Email Offer
Po
st M
essa
ge
s
PostSocialData
2. Sends outEmail Coupon
3. Skintastic Influencers Get Email Coupon, pick option
4. Forward via Email, Facebook, Tweets, with a copy to Great Brands
7. Mercedes analyzes POS redemptions in Aprimo to see how coupons are used
6. ETL POS data
5. Skintastics and friends redeem coupons
POS
1. Mercedes Sets Up The Campaign For “Skintastics”
© Teradata 2011< 23 >
Mercedes Uses Both Aprimo Marketing Analytics and Campaign Automation
Marketing Analytics
MiningModeling
Reporting Trending
ProfilingSegmenting
Marketing Operations
Workflow & Rules
Plan Spend
BrandAssets
CampaignDesign
Multi-Channel Campaign Automation
LeadsCampaign
Automation
Source Data
Product/SKU
Product/SKU
InventoryInventory
Sales/POS/
Franchise
Sales/POS/
Franchise
SupplierSupplier
Promotional/Loyalty DataPromotional/Loyalty Data
Strategic Insight and Marketing Processes
Seamless Customer Engagement
CallCenter
Events
Mobile
Channels Customers
Sales
Consumer
Partner
Pre-engineeredConsumer-
centricData
ManagementAssets
Data Warehouse
Consumer
Feedback Loop
Social Media
Web
23
© Teradata 2011< 26 >
Mercedes kicks off Campaign ExecutionEmail offer goes out and redemptions begin
• She waits to see who opens the email, who forwards it, how they forward it, who buys (both targets and friends), which fragrance they buy
• Redemptions. To “stitch together” the results, they give $7 off right way when the Skintastic buys, and a $13 credit later when the 2nd friend buys
• Data. Mercedes used Teradata to tie together Skintastic IDs, Coupon IDs, plus their CC message types on how Skintastics forward the offer, plus the POS codes (to find 3 redemptions of the same coupon ID)
© Teradata 2011< 27 >
Mercedes’ “Skintastics” Viral Campaign Experimental Results
• We saw variations by region – South and Central reacted strongly
• In trial of 2000, 46% (920) responded to the coupon. Of those:> 68% sent to 2+ friends to try for
the $20 coupon.> 62% emailed it, 32% facebooked,
4% tweeted the coupon. > One of the rules is that when you
forward it, you cc Great Brands.> Their friends redeemed at a 42%
rate.> Clickthrough rates on Facebook
were 68%, email 41%.
© Teradata 2011< 28 >
Chi Compares Marco’s Sentiment and Mercede’s Viral Coupon Study to the POS Trends
• Real-time data from the POS scanners in the stores and online flows into the Great Brand’s Teradata Integrated Data Warehouse so she can also see purchase trends above and beyond the 2 BSI studies
• Integrating and analyzing all this information confirms to Chi that the Great Brands Marketing Plan needs to change
0%
50%
100%
1 2 3 4
Week
Real-Time POS Data - Goldensoft Fragrance Mix - Last 4 Weeks
Almond
Coconut
Ginger
Spice
Lime
© Teradata 2011< 29 >
BSI Recommendation: Revise Your Marketing Plan
BSI discovered 2 things from the investigative workstreams… 1.Almond & Coconut were not planned as biggest hits, but are in
fact the Goldensoft stars of the launch – Great Brands has to increase demand forecasts!!! Both the Sentiment Study and Viral Coupon study, coupled with the latest real-time POS feeds, show this trend will impact your sales forecasts.
2.A viral email coupon campaign will create huge ROI especially in the Central and South regions – Stella needs to redo her Marketing Plan
© Teradata 2011< 30 >
Chi’s Advice: Revise the Marketing Plan
Chi: based on these results, suggest you change your mix to more WOM marketing. Suggest stronger B2C marketing efforts in 2 regions - Central and South Regions – where a larger percentage of repeat buyers reside.
Stella: We’ll redo our plan – this actually saves us quite a bit of money if we don’t have to spend on regional TV – the CouponCampaign is less expensive way to get the Same impacts
© Teradata 2011< 32 >
Scene #4: Marco Calls Supply Chain VP David Hefenhaus with details results
“Even though you are in limited stores right now with the new fragrances, we think you are going to have a big problem… David, the Almond and Coconut fragrances are most likely severely underplanned!”
David: OK, we will take a look at revving our production forecasts. Stella and I also see new POS data, which is shifting in the same direction. We will create a new plan. Shoot over your findings and I’ll revise our SAP APO plan, then talk to our suppliers.
© Teradata 2011< 33 >
After studying the details, David comes up with a new Goldensoft Production Plan
He does some quick math on Almond Extract incremental needs, then calls his supplier Francois in France to buy 800 extra kg.
The Math: The monthly Almond plan changed from 20-28-35-20 thousand to 30-48-62-77 thousand cases, and from 103,000 units total to 217,000 units. Each 3 oz unit needs ¼ oz of almond product, so 1 pound of almond extract is good for 64 units. Then the difference of 114,000 units needs 1781 pounds or 809 kilos more almond product
© Teradata 2011< 34 >
David’s Revised Goldensoft Production Forecast
Focus is on getting more extract for the almond line)
© Teradata 2011< 35 >
Scene #5: After the Holiday Crunch Stella and Dave Meet with Jan to Look at Results
And, we had12% fewer stockouts 18% less leftover inventory
• We had 10% less Marketing spending vs. plan because of the word of mouth campaign
• 15% more product sold vs. first estimates• 8:1 payoff on Marketing $$$
Good job team – I’m happy to see that the replanning with better data paid off!
© Teradata 2011< 36 >
SUMMARY: Another Victory for BSI: Teradata!
Synchronized Supply Chain Planning
And Chi Is Duly Impressed By Mercedes’ and Marcos’ Work on their Very First Case !
Better Market Spend Planning, Integrated Marketing Mgmt, WiderVoice of the Customer
© Teradata 2011< 38 >
For More InformationOther Companies Using Social Media
•Jimmy Dean Sausage Offerhttp://www.consumergoodsclub.com/cgc-official-blog/78-marketing/781-jimmy-dean-foods-on-facebook
•Coca-Cola article on Social Media Marketinghttp://searchenginewatch.com/article/2095613/Social-Media-Mastery-Wisdom-from-the-Leaders-of-Coca-Cola
•See also the BSI “Case of the Retail Tweeters” episode on Brizio Fashion
http://www.youtube.com/watch?v=pVb8Dkd2mck
•And a writeup about social media in “BI Experts Perspective: Structured and Unstructured Data” in Business Intelligence Journal, Vol 16, Number 2, available from TDWI (requires membership)
• http://tdwi.org/research/2011/03/business-intelligence-journal-vol-16-no-1.aspx
© Teradata 2011< 41 >
3 Teradata CPG Customer Talks about Big Data Presentations at the Teradata Partners Event 10/2011
• How Coca-Cola Leverages Rocket Science to Drive Retail Results - Actionable shopper insights are a critical and competitive success factor for consumer goods companies, and Coca-Cola is among the most progressive when it comes to taking a data-driven approach to understanding the consumer. This session shows Coca-Cola exploits pattern recognition over large data sets to better understand shopper behavior and how shopper and consumers interact with products.
• "Quenching the Thirst for Master Data at MillerCoors" – Using MDM” - is especially applicable in consumer goods companies where maintaining consistent data across supply and demand chains not only helps reduce cost, but allows market and business-driven changes to be implemented more quickly all while keeping an accurate up-to-the-minute pulse on the entire business.
• “A Recipe for Success: Driving better Trade Funds ROI with External Data” - Trade promotions are second only to cost of goods sold on the books of consumer goods companies, yet many CG firms struggle with understanding the real impact of these investments? “This session discusses Sara Lee’s Demand Signal Repository (DSR) initiative that built a DW platform to house, integrate, and deliver a range of external and internal data to drive business results.”
© Teradata 2011< 42 >
For More InformationLinks to the Technologies Used in this Case
•Aprimo www.aprimo.com •Teradata www.teradata.com
•Attensity www.attensity.com http://www.attensity.com/2010/10/20/attensity-partners-with-twitter-to-provide-innovative-social-media-customer-service-and-analytics-application/
•SAP www.sap.com http://help.sap.com/saphelp_apo/helpdata/en/7e/63fc37004d0a1ee10000009b38f8cf/frameset.htm
© Teradata 2011< 43 >
Customer Successes with Aprimo’s Integrated Marketing Management Environment
43
Improved visibility of the marketing spend from 11% to over 85% to make educated adjustments to spend
Increased campaigns from 200 to 1000+ without expanding resources
Lowered campaign cycle time by almost one-third and increased number of campaigns by 29%
Consolidated databases for better communication & more effective customer and prospect leads
Decreased time to market for customer campaigns and interactions and increased sales volume by 38%
Eliminated hours of manually managing spreadsheets and marketing initiatives and improved targeting ability and lead generation
Saved $4M in operational expense & drove $5M in incremental revenue through reduced campaign cycle time and reduction of resources