Business Case Scenario

Develop a solution for a Global Consumer Packaged Goods $($CPG$)$ company seeking to unify physical trade data with digital marketing activity data.

The company aims to improve operational efficiency and market responsiveness through better data integration and real$-$time analytics.

Current Challenges:

$$ Fragmented Data Systems: The company$$s vast array of disparate systems complicates unified data insights and decision$-$making.

$$ Real$-$Time Data Synchronization: Struggles in synchronizing inventory with real$-$time promotional activities reduce marketing effectiveness.

$$ Infrastructure Scalability: Existing infrastructure struggles to support scalable integration of global data.

$$ Complex Data Pipelines: Managing complex data pipelines

$($They use Point$-$to$-$Point Connectors, Custom$-$Built Connectors, Trifacta and Fivetran $)$

across diverse systems is increasingly resource$-$intensive.

$$ Performance Optimization: There is a constant need to fine$-$tune systems to meet evolving service level agreements and support decision$-$making.

Existing Technology Stack:

$$ Anaplan for Trade Promotion Management $($TPM$)$: Utilized for planning and optimizing trade promotions, forecasting, and performance management, integrating sales and marketing efforts to improve ROI on promotions.

$$ Salesforce for Partner Relationship Management: Manages interactions with Retail and Distribution Partners, centralizing contact, contract management, and promotional activities to enhance partner relations and collaboration.

$$ SAP for Enterprise Resource Planning $($ERP$)$: Supports core financial and operational processes, providing a backbone

for logistics$,$ procurement, and real$-$time inventory management.

$$ Dunnhumby for Loyalty Management: analyzes customer data to drive loyalty programs, personalizing marketing efforts based on consumer behavior and preferences.

$$ Marketing Platforms $($ Adobe, Google DV$360,$ Facebook, Tik$-$Tok, The Trade Desk, Bing, etc. $)$:

These platforms are used for executing and managing digital advertising campaigns across multiple channels, gathering

rich data on campaign performance and consumer engagement.

Task:

Craft a proposal and presentation that outlines a solution integrating these technologies to streamline data processes

and enhance decision$-$making capabilities.

Deliverables:

Written Proposal $(2-3$ pages max$)$:

$$ Solution Overview:

A concise explanation of how to integrate and enhance the existing technologies for better data synchronization

and decision$-$making.

$$ Technology Utilization:

Detailed discussion on leveraging each part of the existing stack in the proposed solution architecture.

$$ Business Impact:

Analysis of how the solution will improve operational efficiency, real$-$time responsiveness, and predictive capabilities.

Implementation roadmap: Outline a phased approach for integrating technologies with milestones over a $6-$month period.

Presentation $(15$ minutes$)$:

$$ Objective: Clearly communicate the strategic integration of existing technologies to solve business challenges.

$$ Solution architecture: Visual and technical presentation of how the technologies will work together to achieve

business goals.

$$ Value proposition: Emphasize operational improvements, cost savings, and enhanced market responsiveness.

$$ Q&A session: Prepare for detailed technical and strategic inquiries from the panel.

Evaluation Criteria:

$$ Innovative integration: Creativity in integrating existing technologies to maximize benefits.

$$ Technical acumen: Depth of understanding in the functionalities and integration capabilities of the current

technology stack.

$$ Strategic communication: Ability to articulate the long$-$term benefits and immediate impacts of the proposed solution.

$$ Presentation effectiveness: Clarity, conciseness, and engagement in delivering the proposal.