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on Enterprise Demand Management |
Enterprise demand management
Turn your company into
a truly demand driven organisation
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Enterprise
Demand Management achieves marketing and sales effectiveness
through creating visibility, evaluation and optimization
capabilities. Accuris works with your organisation to
achieve enterprise-wide and supply chain-wide
synchronization of demand creating activities. Demand
generating investments, such as advertising and promotions,
are allocated in alignment with other functions,
cross-departmental and with trade partners.
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Four Areas of Improvement
Accuris generates productivity and ROI improvements by
working on four levels:
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Process improvement: how to make processes more effective?
Assess and possibly re-assign roles and responsibilities;
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Creating visibility: a common, unique data repository is
created, so that everybody has access to the same, unique
version of the 'truth';
• Define
performance indicators: common measures for success are
defined; a process to measure, monitor and evaluate these
measures is set up;
• Common knowledge library:
we create a
common knowledge database accessed as part of the standard
business practice; showing what worked in the past and what
did not, and pre-evaluation practices during the planning
process.
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Benefits of Enterprise Demand Management
Benefit #1: Control resources
With Accuris, companies retake control over how resources
are spent in the marketing, sales and customer marketing
areas. Often, companies have a blurry picture of how money
is being spent to create and stimulate demand. Many
companies do not know how much they are investing and what
they are investing it at. It is difficult and often
impossible to have an overview by type of activity or by
activities per brand or per channel. This leaves companies
incapable to effectively correct underperforming
investments, or to respond to emerging opportunities.
Equally troubling, is the fact that most companies do not
accurately track budgets invested. They tend to register
expenditures on an accounting basis, but do not link
investments to campaigns. Accuris provides solutions to
track marketing activity, create overview and restore
control over the spending of company resources on marketing
activity.
Benefit #2: Understand demand
Accuris gives insights into how companies generate sales and
revenue growth. In spite of investing heavily in market
research, many companies fail to have an overall picture on
what helps them to effectively generate growth. The Accuris
Source of Business™ provides them with insight in how demand
is generated. It reports on the net incremental sales of
campaigns, brand and category growth. It also quantifies any
falls sales increases related to e.g. stock piling or
cannibalisation effects. Accuris solutions report how your
company generates demand. They give you both detailed
insights by campaign, brand or account, as well as an
overall understanding of your companies' sources of sales
volume.
Benefit #3: Optimize return on investment
Only the most advanced companies today calculate and report
company-wide return on marketing investments. In spite of
the size of the investment, marketing ROI is not adequately
calculated, let alone managed. Accuris provides the solution
for both resource tracking and revenue calculation. It
measures incremental volumes and sets these against costs
for each campaign, brand and account. The Accuris technology
allows you to do so not just for past campaigns, but also
for future campaigns. It uses predictive modelling to
simulate expected ROIs and allows you to modify your plans
to maximize profitability. |
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Enterprise
Demand
Management |
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The realities
of today’s consumer goods industry require companies to pick up demand
signals and respond quickly. Marketing and promotional campaigns should be
fine-tuned to resonate with today’s consumers. Only then, market demand
will truly drive decisions and growth opportunities will be discovered and
developed. This is what Accuris calls Enterprise Demand Management.
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Demand management