Consumer and shopper analysis system

• US 8,306,845 B2
• Filed: 03/18/2009
• Issued: 11/06/2012
• Est. Priority Date: 06/05/2008
• Status: Active Grant

• Current Assignee: Accenture Global Services Limited (Accenture PLC)
• Original Assignee: Accenture Global Services Limited (Accenture PLC)
• Inventors: D'Imporzano, Angelo, Olivieri, Davide, Trainiti, Francesco, Parri, Massimiliano
• Primary Examiner(s): Sterrett, Jonathan G
• Application Number:
  US12/406,542
• Publication Number:
  US 20090307054A1
• Time in Patent Office: 1,329 Days
• Field of Search: 705/7.29, 705/7.38, 705/7.39
• US Class Current: 705/7.29
• CPC Class Codes: G06Q 10/06393 Score-carding, benchmarking or key performance indicator [KPI] analysis
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0201 Market modelling; Market analysis; Collecting market data

Abstract

Systems and methods are provided for analyzing data sets representing consumer and shopper behavior. A data processing system for analyzing sales of a company'"'"'s consumer packaged goods includes an interface for receiving master and shipment data from sources internal to a company and sources external to the company. Master data and shipment data are stored on a database. A merge and aggregation component operates on shipment and consumption data to create a unique repository of shopper and consumer data. A transcoding and integration component operates on external and internal master data to create a unified master data repository. A set of analytics and reports use unified master data and shipment/consumption data to support Consumer and Shopper Analysis. A sub set of secondary analysis can be performed, capitalizing the Master Data unification and sell-in and sell-out data integration. Consumer and Shopper analysis are performed for clusters of buyers and key performance indicators (KPIs) are calculated for individual customer or groups of customers.

Claims

1. A data processing system for analyzing shopper packaged goods retail sales data comprising:

a processor;

a data integration interface for receiving market and sales data from a plurality of data collection source systems external to a company and sales and shipment data from a data collection system internal to the company;

a data integration component coupled with the data integration interface for transforming the received data into a unified, harmonized master data set;

a unified master data store for receiving and storing said unified, harmonized master data set;

a plurality of analysis modules for analyzing, via the processor, data in the unified master data store, the plurality of analysis modules including a market insight module comprising a plurality of analysis components comprising product analysis, brand analysis, shopper analysis and consumer analysis for analyzing said data, wherein the shopper analysis component is configured for analyzing data in the unified master data store based on the dimensions of period or time, store information, category, sub-category and brand to determine customer numeric distribution of product categories, product brands, and product brand subcategories sold by the company, the customer numeric distribution divided by customer age segments;

a database for storing a library of key performance indicators and business rules in communication with the plurality of analysis components;

a user interface component associated with each of the plurality of analysis components;

the user interface presenting, via the processor, input fields for data filters to be input to the plurality of analysis components, said input data defining the filters applied to the generated report, wherein the user interface for the shopper analysis component includes at least one display area comprising;

a data filter user interface area for receiving user filter inputs, where the user filter inputs filter the shopper analysis of the company generated by the shopper analysis component, where categories of the user filter input comprise choice subcategory, subcategory, brand, hypermarket, period type, period, year, and measures, where the measures comprise percentage of customers per brand and percentage of customers per category;

a data filter description display area for describing received user filter inputs, where categories of user filter input descriptions comprise a choice subcategory description, a subcategory description, a brand description, and a hypermarket description;

a graphical display for graphically displaying the shopper sis of the company comprising;

a graphical display area below the data filter user interface area and the data filter description area;

the graphical display area comprising a bar chart with a vertical axis representing customer numeric distribution percentages and a horizontal axis divided into multiple columns, each column identifying a product brand;

wherein each column spans from a percentage of customer numeric distribution value of zero to a percentage of customer numeric distribution value of one hundred, wherein each column of data is divided into customer age segment portions, each customer age segment portion representing the percentage of sales of the product brand to the customer age segment, wherein the customer age segment portions are differentiated from one another with visibly distinguishable indicia; and

a report area for displaying the shopper analysis of the company in tabular form, the report area positioned adjacent to the graphical display area and below the data filter user interface area and the data filter description area, the report area comprising;

a chart area listing dimensions and corresponding measures displayed in the report area, wherein the dimensions comprise period, store information, subcategory, and brand; and

a table area displaying the period, the hypermarket, the subcategory description, the brand, the customer age segment, and the customer numeric distribution percentage for each of the customer age segments for each of the brands; and

a reporting component for generating reports illustrating the analyses in a plurality of dimensions and a plurality of measures.

2. The data processing system of claim 1 wherein the reporting component is configured to provide reports for a plurality of information channels including web access, automated e-mail distribution and automated board packs.

3. The data processing system of claim 1 further comprising:

an alert and audit engine in communication with the plurality of analysis modules; and

an alert presentation component for displaying alerts generated by the alert and audit engine when said one of the plurality of analysis modules calculates a measure that exceeds a predetermined threshold.

4. The data processing system of claim 1 wherein the analysis components are configured to apply the business rules to the received data to calculate predetermined key performance indicators associated with the analysis component.

5. The data processing system of claim 1, wherein the data integration component comprises a merge and aggregation module for receiving shipment and consumption data and creating a unique repository of shopper and consumer data.

6. The data processing system of claim 5, wherein the data integration component comprises a transcoding and integration module for receiving external and Internal Master Data and creating said unified, harmonized master data set.

7. The data processing system of claim 1, wherein the user interface presentation module associated with the plurality of modules includes input fields for receiving filters for product hierarchy level, store information, interval period, and date range.

8. The data processing system of claim 1, wherein the product analysis component operates only on the data internal to the company comprising sales data associated with a selected product, but no data external to the company comprising competitor data;

the brand analysis component operates on the data internal to the company comprising sales data associated with a selected brand and data external to the company comprising competitor data associated with a competitor brand;

the shopper analysis component operates on data external to the company comprising sales data collected from a retailer loyalty card program and data external to the company comprising sales data associated with competitor products; and

the consumer analysis;

operates only on data external to the company.

9. The data processing system of claim 8, wherein the plurality of analysis modules further comprise a logistics module, a supply chain module, a sales module, a sales force module, a promotion module, a market insight module, and a customer module operative coupled for analyzing predetermined portions the unified data sets.

10. A method of analyzing data for shopper packaged goods sales data of a company and consumer data comprising:

through a processor;

receiving data internal to the company, the data comprising master sales data associated with products and shipment data associated with products;

receiving data external to the company, the data comprising sales data from retailers and consumer research companies;

merging and aggregating the internal data comprising the shipment data and the external data comprising the consumer research data to create a merged data set;

transcoding and integrating the internal master data and the external sales data from retailers to create a unified master data set;

storing the unified master sales data in a data store;

selecting a data analysis to be performed, said data analysis selected from the group consisting of product analysis, brand analysis, shopper analysis and consumer analysis;

receiving selected parameters from input fields of a user interface associated with the selected data analysis for restricting the analysis of data;

retrieving a set of business rules and key performance indicators associated with the selected data analysis;

for each selected data analysis, analyzing portions of the merged data set and the unified master sales data across the selected parameters in accordance with the retrieved business rules to calculate values for the retrieved key performance indicators, wherein the shopper analysis comprises analyzing the portions of the merged data set and the unified master sales data based on the dimensions of period or time, store information, category, sub-category and brand to determine customer numeric distribution of product categories, product brands, and product brand subcategories sold by the company, the customer numeric distribution divided by customer age segments;

generating a report illustrating the analysis in a plurality of dimensions and for a plurality of measures; and

displaying the report illustrating the analysis, where the display of the report illustrating the shopper analysis includes a user interface, where the user interface includes at least one display area comprising;

a data filter user interface area for receiving user filter inputs, where the user filter inputs filter the shopper analysis, where categories of the user filter input comprise choice subcategory, subcategory, brand, hypermarket, period type, period, year, and measures, where the measures comprise percentage of customers per brand and percentage of customers per category;

a data filter description display area for describing received user filter inputs, where categories of user filter input descriptions comprise a choice subcategory description, a subcategory description, a brand description, and a hypermarket description;

a graphical display for graphically displaying the shopper analysis comprising;

a graphical display area below the data filter user interface area and the data filter description area;

the graphical display area comprising a bar chart with a vertical axis representing customer numeric distribution percentages and a horizontal axis divided into multiple columns, each column identifying a product brand;

wherein each column spans from a percentage of customer numeric distribution value of zero to a percentage of customer numeric distribution value of one hundred, wherein each column of data is divided into customer age segment portions, each customer age segment portion representing the percentage of sales of the product brand to the customer age segment, wherein the customer age segment portions are differentiated from one another with visibly distinguishable indicia; and

a report area for displaying the shopper analysis in tabular form, the report area positioned adjacent to the graphical display area and below the data filter user interface area and the data filter description area, the report area comprising;

a chart area listing dimensions and corresponding measures displayed in the report area, wherein the dimensions comprise period, store information, subcategory, and brand; and

a table area displaying the period, the hypermarket, the subcategory description, the brand, the customer age segment, and the customer numeric distribution percentage for each of the customer age segments for each of the brands.

11. The method of claim 10, further comprising providing the report in a plurality of information channels including web access, automated e-mail distribution and automated board packs.

12. The method of claim 10, further comprising displaying alerts generated when a calculated value for a key performance indicator exceeds a predetermined threshold.

13. The method of claim 10, further comprising selecting a portion of the data sets associated with the selected parameters for product hierarchy level, store information, interval period, and date range.

14. The method of claim 10, wherein generating a report comprises creating a graphical representation of the calculated values of the key performance measures.

15. The method of claim 14, wherein generating a report further comprises generating a plurality of graphical representations displayed in a single view of four quadrants of a display.

16. The method of claim 10, wherein:

the product analysis operates only on the data internal to the company comprising sales data associated with a selected product, but no data external to the company comprising competitor data;

the brand analysis operates on the data internal to the company comprising sales data associated with a selected brand and data external to the company comprising competitor data associated with a competitor brand;

the shopper analysis operates on data external to the company comprising sales data collected from a retailer loyalty card program and data external to the company comprising sales data associated with competitor products; and

the consumer analysis, operates only on data external to the company.