Demand Signal Data Management

When downstream data, particularly timely point-of-sale data, first became widely available almost 10 years ago, many consumer goods (CG) companies scrambled to understand customer and consumer insights that were previously out of reach. These demand signals are now considered essential for confident decision making and competitive advantage. But is the CG industry positioned to leverage all of the demand signals available, not to mention unstructured data? This month, CGT partners with SAP to understand the underlying infrastructure needed to move demand signal data initiatives forward.