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© 2008 Oracle Corporation – Proprietary and Confidential-1-
© 2008 Oracle Corporation – Proprietary and Confidential-2-
The following is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions.The development, release, and timing of any features or functionality described for Oracle’s products remains at the sole discretion of Oracle.
Safe Harbor Statement
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Matt Johnson, Senior Director, Consumer Goods Industry Strategy
Demand Signal Repository
© 2008 Oracle Corporation – Proprietary and Confidential-4-
Objectives
• Introduce the new Oracle Demand Signal Repository (DSR) application
• Explain Oracle’s go-to-market approach, differentiators and proof points.
• Identify opportunities for partner engagements related to an Oracle DSR implementation
© 2008 Oracle Corporation – Proprietary and Confidential-5-
Agenda
• Introduction to Oracle Demand Signal Repository
• Oracle DSR Go-To-Market Approach
• Partner Opportunities
© 2008 Oracle Corporation – Proprietary and Confidential-6-
Key Consumer Goods Challenges
• How do I leverage store level data to improve demand planning, allocation and replenishment?
• How do I monitor distribution and sell through at retail to identify and mitigate store/SKU level execution issues ASAP?
• How can I conduct more timely and accurate pre and post promotion analysis and optimization?
• How can I enable attribute-based new product development and demand forecasting?
• How can I improve in-store execution of product introductions and promotions?
• How do I reduce the number of fragmented POS data marts and solutions in my environment?
• How do I extend and scale my current POS solution to meet the current and future needs of the business?
Reduce lost sales
due to out of stocks
Improve effectiveness
of promotions and new
product introductions
Reduce IT complexity
and cost
Supply Chain
Marketing
IT
• How do I deliver timely, fact-based customer-specific brand and category growth strategies?
• How can my sales teams spend more time on value added activities and less time dealing with retail data issues?
Provide differentiated
products & services to
key customers
Sales & Category
Mgmt
© 2008 Oracle Corporation – Proprietary and Confidential-7-
Availability of Data Is No Longer The Issue
Data
Sources/Types
Data Frequency
Data Granularity
Application
Availability
Internal Data
Direct From Retailers
Syndicated Data
Ad Hoc Weekly
Market/ Category Level
Daily/SKU Level
Weekly/ RDC Level
MS Office, Custom
Enterprise AppsNiche
Daily
Yesterday Today
© 2008 Oracle Corporation – Proprietary and Confidential-8-
Demand Data Management Today
Retailer 1 POS
Retailer 2 POS
IRI
ACN
Distrib. 1
Distrib. 2
Other
Capture + Cleanse
Capture + Cleanse
Capture + Cleanse
Capture + Cleanse
Capture + Cleanse
Capture + Cleanse
Capture + Cleanse
• High latency of demand data
• Increased probability of inconsistencies across applications
• Significant manual effort and cost
Downstream Demand DataTPM
TPO
APS
S&OP
DRP
SNO
PLM
Data sources cleansed and managed independently
© 2008 Oracle Corporation – Proprietary and Confidential-9-
Solution Approach
• More timely data - to better sense, shape and respond to demand
• More consistent data - usable across teams and applications
• Reduced manual effort and cost
• POS sales
• Price
• Store inventory
• Promotional plans
• Store replen. rules
• Store forecasts
Retail Store Data
Demantra
Sales & Operations Planning
Demand Management
Retail DC/
Distributor Data
Other
External Data
• Retail loyalty
• IRI/AC Nielsen
• Demographics
• Causal (weather, etc.)
• RFID/EPC
• DC shipments
• DC inventory
• DC replenishment rules
Predictive Trade Planning
Retail Execution
Product Lifecycle Management
Enterprise Performance Mgmt
Trade Promotion Management
SO
A-B
ase
d I
nte
gra
tio
n
Front Office Applications
Pre
-Bu
ilt
Inte
gra
tio
n
Demand Signal Repository
• Data sources centrally cleansed, harmonized and aggregated
• Pre-built dashboards and reports
• Powerful BI capabilities
• “Sense & Respond” event management
Capture
Manage
Analyze
Respond
Integrate
© 2008 Oracle Corporation – Proprietary and Confidential-10-
Key DSR Capabilities Capture
Manage
Analyze
Respond
Oracle Demand Signal Repository
Integrate
Systematically capture, manage and prepare/store large volumes of disparate external data
1
Analyze and report on data at the lowest level of detail2
Expose clean, harmonized, aggregated demand data to external applications
3
Applications
Oracle
DSR
External Data Applications
Oracle
DSR
External Data
© 2008 Oracle Corporation – Proprietary and Confidential-11-
Extensible, Retail-Oriented Data ModelManage Large Volumes of Complex, External Demand Data
• Unified and optimized for intelligence and integration
• Maintains data at lowest level of detail – SKU / location / day
• Enables reporting according to manufacturer or retail hierarchy
• Over 200 entities, 1000 attributes
• Anticipates future DSR requirements (loyalty data, market basket data, …)
Based on a Proven
Oracle Retail Data Model
…Enhanced to Meet
Manufacturers’
Requirements
© 2008 Oracle Corporation – Proprietary and Confidential-12-
DSR Category Management Dashboard
• Multiple KPIs in a single dashboard
• Track performance relative to pre-defined thresholds
• Drill-down to view supporting data
• All reports viewable in retailer hierarchy or manufacturer hierarchy
• Reports can be automatically delivered via MS Office tools
© 2008 Oracle Corporation – Proprietary and Confidential-13-
DSR Pre-Built ReportsStart Quickly to Accelerate Time to Value...
• Color coded Color coded Color coded Color coded threshholdsthreshholdsthreshholdsthreshholds
• One button drill One button drill One button drill One button drill down to view down to view down to view down to view supporting datasupporting datasupporting datasupporting data
Continue drill down to the Continue drill down to the Continue drill down to the Continue drill down to the lowest level to understand the lowest level to understand the lowest level to understand the lowest level to understand the root causes of variancesroot causes of variancesroot causes of variancesroot causes of variances
Complete set of Tabs Complete set of Tabs Complete set of Tabs Complete set of Tabs for All Category for All Category for All Category for All Category Management Report Management Report Management Report Management Report TemplatesTemplatesTemplatesTemplates
© 2008 Oracle Corporation – Proprietary and Confidential-14-
DSR Trading Partner Scorecard
Monitor Results Monitor Results Monitor Results Monitor Results vsvsvsvsGoals over timeGoals over timeGoals over timeGoals over time
Drill down to view Drill down to view Drill down to view Drill down to view supporting datasupporting datasupporting datasupporting data
© 2008 Oracle Corporation – Proprietary and Confidential-15-
DSR Ad Hoc Reporting Capabilities
Expand to view detailed Expand to view detailed Expand to view detailed Expand to view detailed data. data. data. data. ““““Drag, drop and Drag, drop and Drag, drop and Drag, drop and clickclickclickclick”””” to create a report.to create a report.to create a report.to create a report.
Available catalog of Available catalog of Available catalog of Available catalog of measures, measures, measures, measures, hierarchies, and hierarchies, and hierarchies, and hierarchies, and attributesattributesattributesattributes
© 2008 Oracle Corporation – Proprietary and Confidential-16-
Capabilities and Benefits by DSR User
• Periodic and ad hoc review of key category, operational and financial measures
• Leverage exception-based alerting to monitor key store and RDC level supply chain KPIs for promotions and NPIs
• Weekly review of key supply chain/ operational performance measures of baseline products
• Weekly review of category performance measures
• Daily review of select promotions or item introductions at a day/store/SKU level
• Analyze performance related to your own items only, competitors only or all items
• Exception-based alerting to monitor sales related KPIs at a day/store/SKU level
• Analyze and communicate performance data in your retailer’s own views
• Quickly create ad hoc reports in response to ad hoc requests from retailer and internal stakeholders
DSR Capabilities
• Reduce working capital via improved inventory management
• Increase revenue via improved service levels/retail customer satisfaction
Customer
Logistics/
Supply Chain
• Improve accuracy and timeliness of reporting on key drivers of shareholder value
Executive
Management
• Increase revenue and brand equity via more effective category and brand growth strategies
Category
Managers
• Increase revenue/reduce lost sales due to poor store/SKU level visibility
• Increase sales team efficiency -allocate more time to analysis vs. preparation of retailer-facing analysis
Customer
Sales
Sample BenefitsUser
© 2008 Oracle Corporation – Proprietary and Confidential-17-
Agenda
• Introduction to Oracle Demand Signal Repository
• Oracle DSR Go-To-Market Approach
• Partner Opportunities
© 2008 Oracle Corporation – Proprietary and Confidential-18-
Oracle DSR Go-to-Market Approach
• Transition DSR from an “under-the-radar” field sales application to an enterprise solution.
• Support the data model requirements of multinational corporations (multiple customers, organizational structures, currencies, units of measure)
• Support evolution (slowly changing dimensions) and mapping of diverse retail sources to a harmonized manufacturer view.
• Leverage existing Oracle DBA and BI skills, rather than require a one-off infrastructure for DSR (Teradata, Netezza, DB2…).
• Link DSR into core consumer goods processes (e.g., demand planning, trade management,…)
© 2008 Oracle Corporation – Proprietary and Confidential-19-
DSR Value PropositionThe DSR is Focused on Driving Profitable Growth
Increase
Operating
Income
Increase
Capital
Efficiency
Increase
Revenue
Increase
Shareholder
Value
Reduce Operating Costs
Reduce Working Capital
Increase Market Share
Increase Volume
�Reduce data cleansing,
harmonization and integration
costs
�Reduce excess safety stock
� Improve on shelf availability
� Improve category management
� Improve promotional planning
and execution
� Improve new product
development and introduction
© 2008 Oracle Corporation – Proprietary and Confidential-20-
DSR Customer ProgramsTwo Customer Programs Have Been Launched
• DSR Focus Group• Provide key Oracle customers the opportunity to provide input in the
current and future requirements and design
• Kick-Off session held Feb 19-20 in Redwood Shores
• Participants included LOB and IT executives representing 8 companies: Cadbury, Clorox, Constellation Brands, Handleman, Hormel, Leapfrog, Reckitt-Benckiser, Smuckers
• Ongoing program
• DSR Strategic Implementation Program• Provide a controlled number of strategic customers with a high level
of commitment, attention, and support from Oracle thru initial implementation/go-live
• Scope: ~2-3 customers
• Limited duration
© 2008 Oracle Corporation – Proprietary and Confidential-21-
Oracle DSR DifferentiatorsThe first DSR from a major software vendor
• Enterprise strength - open, flexible and extensible based a proven retail data model
• Best-in-class analytics and BI
• Integration to key Oracle and non-Oracle applications to enable demand-driven operations
“Oracle is showing thought leadership…[all CG manufacturers] should consider Oracle DSR… whether they are existing Oracle database and application users or not”
Oracle’s Demand Data Breakthrough
(March 17 2008)
© 2008 Oracle Corporation – Proprietary and Confidential-22-
Agenda
• Introduction to Oracle Demand Signal Repository
• Oracle DSR Go-To-Market Approach
• Partner Opportunities
© 2008 Oracle Corporation – Proprietary and Confidential-23-
DSR-Related Engagements
• Strategic assessment / benchmarking / business case for use of customer demand signals
• Implementation• Design and configuration of data sources, hierarchies, maps
and measures
• Retail adapter development
• Dashboard / analytics extension and development
• Integration of demand signals into enterprise applications
• Technical systems sizing / implementation / tuning
• System administration / business process outsourcing
• Organizational design / user training and upskilling
© 2008 Oracle Corporation – Proprietary and Confidential-24-
DSR Integration Scenarios
Store/Distr.On-hand
Sales
Returns/Unsaleables
ConsumerEvents
StoreOrders
Trade
Promotion
Mgmt
Predictive
Trade
Planning
Demand
Management
Distribution
Requirements
Planning
Product
Lifecycle
Management
Retail
Execution
Retailer
Distributor
Syndicated
Store/Distr.On-hand
Sales
Returns/Unsaleables
ConsumerEvents
StoreOrders
Trade
Promotion
Mgmt
Predictive
Trade
Planning
Demand
Management
Distribution
Requirements
Planning
Product
Lifecycle
Management
Retail
Execution
Retailer
Distributor
Syndicated
Oracle DSR
Monitor sell-
through of in-flight
promotions
Incorporate impact
of consumer events in
promotion forecasts
Forecast based on
cleansed, detailed
point-of-sale data
Incorporate
retailer inventory
in order plans
Address quality
issues in design
and packaging
Base delivery
and merchandising
on current sales
Store/Distr.On-hand
Sales
Returns/Unsaleables
ConsumerEvents
StoreOrders
Trade
Promotion
Mgmt
Predictive
Trade
Planning
Demand
Management
Distribution
Requirements
Planning
Product
Lifecycle
Management
Retail
Execution
Retailer
Distributor
Syndicated
Store/Distr.On-hand
Sales
Returns/Unsaleables
ConsumerEvents
StoreOrders
Trade
Promotion
Mgmt
Predictive
Trade
Planning
Demand
Management
Distribution
Requirements
Planning
Product
Lifecycle
Management
Retail
Execution
Retailer
Distributor
Syndicated
Oracle DSR
Monitor sell-
through of in-flight
promotions
Incorporate impact
of consumer events in
promotion forecasts
Forecast based on
cleansed, detailed
point-of-sale data
Incorporate
retailer inventory
in order plans
Address quality
issues in design
and packaging
Base delivery
and merchandising
on current sales
© 2008 Oracle Corporation – Proprietary and Confidential-25-
Integration Data Flow
• POS sales• Price• Store inventory• Promotions• Replenishment rules• Store forecasts
Retail Store Data
Retail DC/
Distributor Data
• Retail DC shipments• Retail DC receipts• Retail DC inventory• Retail DC replen. rules
Other
External Data
• IRI/AC Nielsen• 3rd party demographic• Causal (weather,etc.)
ERP
DemandPlanning
Demand SignalRepository
• Data sources centrally
cleansed and harmonized
• Aggregation and derived
measure calculation in
terms of retailer and
manufacturer hierarchies
• Pre-built dashboards and
reports
• Integration with enterprise
applications
CAPTURE
MANAGE
ANALYZE
RESPOND
INTEGRATE
• Manufacturer Items• Brands/Categories• Style/Color/Size/Pkg
• POS (unit) sales• Store + RDC inventory• Retailer forecasts• Retailer promotions• Retailer replen. rules
Retail Master Data
• Retailer items*/stores/DCs• Retailer categories/classes• Style/color/size/pkg
*Including competitor items (in category captain scenario)
• POS ($) Sales• Retail item margin• Retail receipt quantities• Retailer promotions• Average retail price
© 2008 Oracle Corporation – Proprietary and Confidential
© 2008 Oracle Corporation – Proprietary and Confidential
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