{"id":143,"date":"2020-06-04T14:35:54","date_gmt":"2020-06-04T09:05:54","guid":{"rendered":"http:\/\/3nayan.in\/blog\/?p=143"},"modified":"2020-06-04T14:35:54","modified_gmt":"2020-06-04T09:05:54","slug":"sales-data-in-fmcg-lags-in-analytical-capability","status":"publish","type":"post","link":"https:\/\/3nayan.in\/blog\/2020\/06\/04\/sales-data-in-fmcg-lags-in-analytical-capability\/","title":{"rendered":"Sales Data, in FMCG, lags in Analytical Capability"},"content":{"rendered":"\n

In the previous two articles<\/a> of the series, Vivek Bhatnagar<\/strong> wrote about evolution of data and the need for analysis. In this article, he poses questions about how far the data can be used.<\/em><\/p>\n\n\n\n

In my previous two articles related to Data in FMCG, I had written about the plethora of available data and how one could start using the data. Lets take a step forward, and look at the future. Consider for a moment (figure below) how FMCG Sales Data has evolved.<\/p>\n\n\n\n

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Evolution of Sales Data in FMCG<\/figcaption><\/figure>\n\n\n\n

Two decades ago, Primary Sales data apart, just having a duly filled DSR was referred to as Sales Data lending itself to  rudimentary analysis at the local distributor level. While today, we generate enormous quantities of data enabling answers to any sales related query all the way down to the SKU level at a shop.<\/p>\n\n\n\n

But the use of the data still lags from its true potential.  I see data being used today to generate cumbersome set of vanilla MIS reports, or ad-hoc reports for senior management (for their meetings) or maybe to solve a local territory or salesperson level issue<\/p>\n\n\n\n

All these only obliquely address the main function of generating insights to make data based decisions.  That too, not to its potential.<\/p>\n\n\n\n

3nayan finds that organizations often overlook the wide variability in their data and what it takes to transform it to actionable insight<\/p><\/blockquote>\n\n\n\n

In fact, the approach of Case to Case analytics and pre formatted reports are both a good to have, there is much more that this data can do. <\/p>\n\n\n\n

Consider two sets of actions:<\/p>\n\n\n\n