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SAP Demand Signal Management: AnIntroduction to SAP Demand SignalManagement (DSiM)

Posted by Anna Linden Aug 27, 2013

It is getting more and more important to understand and react to the end consumer demand –not only for retailers who are selling the products directly to the consumers but especially for themanufacturers, no matter if they produce for example consumer products or high tech goods.

For them, it is crucial to receive demand signals that are of high quality and that transport the most recent

information directly from the retailer stores and distribution centers. This kind of information can be received

via different data sources such as retailer Point-of-Sale data (POS), market research data that also provides

insights on the overall market as well as the competitors, but also social media data from blogs, tweets and

other platforms.

Problem is that this kind of data is kept separate and is widely spread throughout the company with hardly any

linkage to company internal data such as shipments or alignment between the departments who own it (Sales,

Marketing, Supply Chain or IT).

This is where SAP Demand Signal Management (DSiM) comes into play!

SAP Demand Signal Management, which is powered by SAP HANA, contains a consistent, centralized In-

Memory database that stores large volumes of data such as internal master and transactional data (e.g.

shipments), external POS data and market research data, etc. This is combined with a framework that ensures

the integration, cleansing and harmonization of the data during upload in order to achieve high qualitative

results and a common data base for reporting and further processing of the data.

With that, SAP Demand Signal Management enables manufacturers to • Analyze and improve their sales and brand performance• Increase their trade promotion effectiveness• Optimize inventory levels throughout the supply chain• Successfully launch new products• Get aware of critical out-of-stock situations at the retailer store and with that, prevent upcoming lost

sales situations• Quickly Spot Market Trends and Deviations• Faster respond to Demand Fluctuations• …

This ensures that manufacturers keep track on the performance between the different tradingpartners and analyze their product, brand or even category performance which, in the end,improves the general insight on the end consumer’s behavior.

SAP Demand Signal Management: An Introduction to SAP Demand Signal Management (DSiM)

Generated by Jive on 2014-09-23+02:002

1379 Views Tags: bi, hana, bw, sap_hana, demand_management, demand_signal_management,demand_signal_repository, bw_hana, dsim

John CoglanAug 28, 2013 1:53 AM

Interesting blog, it is very important to be able to gather information on what your products and competors are

doing. It would be great if you could look and comment on my blog on how SAP has done this through the use

of social media.

http://jcoglan2013.wordpress.com/2013/08/18/saps-implementation-of-enterprise-2-0-and-its-functional-

business-support-leverage-gains/

Thanks