AFS 2016 User Conference

1. 5 Actionable Insights to Impact
TPM Performance with AFS
G2 and IRI/Nielsen Data
2016 AFS User Conference

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Joel Cartwright, Director Product
Management TPM Retail
20 years plus in Consumer Packaged
Goods: Finance/Accounting, Sales
Operations
• Sara Lee Foods US
• Sunny Delight Beverage
• Kimberly Clark
MEI TPM Solutions
IBM Demand Tec
AFS Technologies
Joel Cartwright

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Michael Scott , Vice President Product
Management and Development AFS
Technologies
20 years plus in Consumer Packaged
Goods Software
• Visix Inc.
• CAS Americas
• Coca Cola
Business intelligence Software
Digital Signage
Planning Software
Mr. Scott

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Agenda
• Speaker Introduction
• Objective
• Define the user
• Define the applications TPM and G2
• Data Integration: Challenges
• 5 Actionable Insights to Impact TPM Performance
• Conclusion
• Q&A

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Review key syndicated data metrics inclusive of
competitive information in the G2, Data Analytics
tool, and how they can help drive business
decisions.
Understand the relationship between Event
activity in the TPM Retail application, and how
events impact: the category.
Objective

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Defining the User
• User Story – Account Managers and Marketing
• In my role managing Trade Promotions I am running a Promotion on a Brand in Large Format Modern Grocery Chains. As well as
Consumption data to analyse the success of the Promotion, I want to know how the promotion is doing as it is placed and
executed. This will help me understand if I need to make adjustments to the promotion or to stop it or extend it. I want a view of:
• % Compliance
• Product Availability
• Product & POS Placement
• Overall Sales Uplift
• I’ve worked with the Sales Teams to create the In-Field Tasks required to validate the campaign drivers and check promotion
execution.
• The Marketing group has created best tactics to run and aligned with the sales team Trade Promotion including:
• Promotional Products
• Validity Dates
• Targeted Customers
• Compliance Questions

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G2 and the TPM Retail
• G2 is a multi-source data analytics tool, designed to have seamless
integration to AFS TPM Retail and manufacturers subscribed
consumption data information.
• G2 provides a single sign on through the AFS TPM Retail application,
and simplistic dashboards which provides a user the ability to “Manage
By Exception” decision making.
• Purpose built for concise clear customer specific decision making. To
consolidate TPM Event information and category data into one resource
solution.

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• Volume
• Merchandising
• Pricing
• Cannibalization
• Share
5 Purpose Built Measures
to Achieve an Impact

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• Baseline
• Normal expected volume for the product in absence
of any store level promotional activity
• Sourced from IRI or Nielsen into G2
• Incremental
• The proportion of total volume exceeding expected
(baseline) volume.
• Incremental Volume = Actual – Baseline
• Now that I have this info what do I do in TPM?
Analytical Measures:
Volume

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Analytical Metrics: Category
Merchandising Conditions
• Any Merchandising in the entire category
• Includes all types of trade merchandising
• Feature ACV%
• Display ACV%
• Feature and Display ACV%
• Temporary Price Reduction (TPR) ACV%
• Now that I have this info what do I do in TPM?
• What about Retail Execution info into G2?

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Analytical Metrics: Category
Merchandising Conditions
• Feature and Display You and the Category
Feature Only Display OnlyFeature
& Display
Any Feature Any Display

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Analytical Metrics: Category
Merchandising Conditions
• % of Volume
• Percent of retail volume sold in conjunction with trade
merchandising activity
• % of ACV
• Measures “support”
• Percent of geography ACV that participated in the
trade merchandising activity
• Now that I have this info what do I do in TPM?

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Analytical Metrics: Pricing
• Retail price information are gathered from:
• Retailer’s tapes
• Retail displays (marketing reps)
• Feature ads (feature coders)
• Price data is gathered separately from store
movement data (if feature prices found are lower
than tape prices, tape price is over-ridden)
• Now that I have this info what do I do in TPM?

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Analytical Metrics: Pricing
• Price per unit
• Package price for all scanned sales of a particular product
• Price per Equivalent Unit
• The package price for all sales of a particular product divided by the
custom-defined unit equivalency (i.e., price per pound)
• Average price
• Weighted average price for all scanned sales of a product (weighted
average price for a period is computed by dividing total dollars during
the period by total units sold [instead of dividing total price each week
by the number of weeks])
• Non – promoted price
• Actual product price in absence of trade promotion (feature/display/tpr)
 Promoted price
 Price in stores with a feature, display, or TPR

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Analytical Metrics: Category
Cannibalization
• % of Share versus the category
• Percent of retail volume sold in by product with trade
merchandising activity, variance indicating where the
event stole share from the competitor
• % of Share versus the category PPG
• Percent of retail volume sold in by product with trade
merchandising activity, variance indicating where the
event stole share from PPG’s within the manufacturer.
• Now that I have this info what do I do in TPM?

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Analytical Metrics: Category
Share
• % of Share
• Percent of retail volume sold in conjunction with trade
merchandising activity, and the gain against
competitors in the category
• % of Share Held
• Rolling 13 week category share trend analysis
• Now that I have this info what do I do in TPM?

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AFS G2
Live G2 Environment

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G2 – Dashboard View

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G2 All Data Points

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Thank you
Q & A
Next Session: How to Realize the Value from
Your TPM Retail Investment