Tertiary sales data: Tactical and operational insight generation

Abstract

This report provides a study of the insights and the benefits that the key stakeholders such as the FMCG (Fast Moving Consumer Good) companies, the distributors and the retailers can derive by analysing the tertiary sales data. It also explores the various characteristics of the tertiary sales data which can be captured. Our findings show that the insights generated from such data is bound to improve the efficiency of operational activities, optimize supply chain, help in creating more targeted and prompt marketing campaigns, and increase the overall visibility of the market competition. The methodology used for the completion of this report descriptive research. The report first explores several key data characteristics that can be captured by the Point of Sales (PoS) devices. This information has been categorized into three main buckets viz. storespecific, consumer-specific and order-specific. The first two are more like the master data while the last one is transactional in nature. Later, the report analyses the possible insights that can be drawn from these tertiary sales data which the fore-mentioned stakeholders may find useful while taking operational, marketing and strategic decisions.