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By Alex Kieslich and Jeff Smith | Procter & GambleFor Women in the Workforce Annual Conference

May 20, 2015

DATASIMPLEstories

DATASIMPLEstories

1

2

3

WHAT

WHY

HOW

is going on?

is it happening?

best to convey it?

DATASIMPLEstories

Understandbig data

and how to analyze it

WHAT

What Comes to Mind When You Think of Big Data?

Big Data is A Combination of Volume, Variety, Velocity and Veracity

• Volume: Quantity of data generated

• Variety: Types of data collected

• Velocity: Speed data is created

• Veracity: Quality of data

Big Data Can Be Overwhelming …

… Unless You Learn to Manage It

• Manage Big Data by simplifying it

• Segment data into unique groups

• Organize segments into Decision Trees

You Must Learn to Organize the Data to Quickly Find Patterns

?What comes next?

How Many Green X’s Do You See?

How Many Green X’s Did You See?

There were 5 Green X’s

How Many Red Triangles Do You See?

Live Exercise: What’s Happening with Candy?

• You are the department manager for candy

• The store manager wants you to give her an overview of what’s happening within the candy department

• Where do you start?

Live Exercise – Collect the Data You Need

• There are multiple sources of data

• What type of data is on your handout?

• Is there anything else you would want to see?

• What’s happening with candy?

Live Exercise – Candy Segmentation

• In order to understand the data you need to organize the data

• How would you segment the candy data?

Un-Segmented Segmented

Live Exercise – Candy Segmentation

• What comes to mind when you purchase candy?

• How does one type of candy differ from the other?

• Are there distinct segments of candy?

• What brands are available?

• Are there unique occasions to buy candy?

• What sizes are available?

• What colors are available?

What are the most important

characteristics to determine purchase?

Live Exercise – Candy Decision Tree

• Decision Trees help guide your thought process

• Typically follow how consumers shop the category

• Use the handout to build a decision tree based on the different segments of data

Package Size

Type/Form

Segment

Category

Consumer Decision Tree


Package Size

Type/Form

Segment

Category 1

2

5 6 7

9 10 11

3

8

4

A – Milk Chocolate

B – Candy Confections

C – Large

D – Gum/Mints

E – Everyday Gum

F – Shareable

G- TTL Candy

H – Chocolate

I – Mints

J – Small

K – Oral Care Gum


Package Size

Type/Form

Segment

Category TTL Candy

Gum/Mints

Everyday Gum

Oral Care Gum

Mints

Small Large Shareable

Chocolate

Milk Chocolate

Candy Confections

Live Exercise – Analyzing Data Using Excel

• Excel provides multiple ways to segment and analyze data

• Pivot Tables allow you to easily segment data and organize into decision trees

• We will now provide a quick tutorial on pivot tables (you’re favorite topic, we’re sure)

$10,685

$15,050

-$5,108

$744

-10000

-5000

0

5000

10000

15000

20000

Candy Candy Confections Chocolate Gum/Mints

Tho

usa

nd

s

Dollar Change vs YATTL Green Thumb – TTL US – Latest 52 weeks

Candy Sales are up $10.7MM in the Latest 52 Weeks

Candy Confections are driving $ sales while Chocolates decline

-3.4%

-$5,108

-$634

-$1,789

-$2,685

-6000

-5000

-4000

-3000

-2000

-1000

0

Chocolate Dark Milk White

Tho

usa

nd

s


Chocolates are Declining Across All Forms

Consumers are simply moving away from ALL types of Chocolate

-$5,108

-$7,519

-$1,624

$4,035

-10000

-8000

-6000

-4000

-2000

0

2000

4000

6000

Chocolate Individual King Size Shareable

Tho

usa

nd

s


Individual Candy Bars are Driving Almost All of Chocolate’s Declines

Green Thumb needs to enhance its individual chocolate offerings to drive sales

1. Candy Sales are up $10.7 MM vs YA

2. Up $15 MM, candy confections are driving sales

3. Chocolates are limiting sales – across all forms

4. Individual size are driving declines in chocolates

Executive Overview – Green Thumb Candy Sales

Key Takeaways:

Next Steps:

1. Reduce chocolate assortment

2. Invest in candy confections

KEY TAKE-AWAYOrganize big data into smaller

segments to make it easier to understand

DATASIMPLEstories

Deriveinsights and

apply context WHY

Use Additional Data Sources and Other Resources to Provide More Context

• Leverage multiple data sources when diagnosing the business question

• First place to always start GOOGLE!

• There are multiple companies that produce free in-depth information

• Conduct surveys with shoppers

• Talk directly with people about their experiences (including family, friends and even you)

• These stories will provide powerful quotes and often emotional situations that give rich context to the data

• We do this everyday and watch it on television and in movies

Add Personal Examples and Anecdotes to Provide Rich Context to Data

• What’s really happening in candy?

• What did we forget to check?

Live Example – Adding Context

2.3%

10.8%

-3.4%

0.4%0.7%

6.7%

-9.0%

3.5%

Candy Candy Confections Chocolate Gum/Mints

Dollar % Change vs YATTL Green Thumb – TTL US – Latest 52 weeks

Green Thumb Rest of Market

Candy Sales at Green Thumb are Outpacing Competition

Green Thumb Trails Rest of Market in Gum/Mints

23

49

87

(42)Candy Candy Confections Chocolate Gum/Mints

Share Change (bps) vs YATTL Green Thumb – TTL US – Latest 52 weeks

0.4%1.9%

-5.3%

3.3%3.5%4.9%

3.2% 2.9%

Gum/Mints Everyday Gum Mints Oral Care Gum



Within Gum/Mints, Mints are Down While Rest of Market is Up

Green Thumb is Losing Share in Mints and Everyday Gum

(42) (44)

(110)

5

Gum/Mints Everyday Gum Mints Oral Care Gum

Share Change (bps)vs YATTL Green Thumb – TTL US – Latest 52 weeks

-5.3%

-12.7%

-3.7%

13.5%

3.2%

-6.0%

4.3%

16.6%

Mints Small Large Shareable



Small and Large Sizes are Driving Mint Sales Down

(110) (110)(101)

(27)

Mints Small Large Shareable

Share Change (bps)vs YATTL Green Thumb – TTL US – Latest 52 weeks

Why are we Losing Share in Mints?

• There is a new mint in the market driving sales for the rest of the market

• Green Thumb should consider carrying this new item!

New mint item driving sales in the market!

Chocolate Sales are Declining Because of Growth in Energy Bars

1. Candy Sales are up $10.7MM vs YA, driven by Candy Confections

2. Chocolate sales are down, but Green Thumb is gaining share of the market

• This trend will continue as more and more consumers switch to energy bars for snacking (Green Thumb Energy Bars up +47% vs YA)

3. Gum/Mints is losing share, driven by new mint item entering the market that we currently don’t carry

Executive Overview – Green Thumb Candy Sales

Key Takeaways:

Next Steps:1. Meeting scheduled with manufacturer to discuss carrying new Mint item

KEY TAKE-AWAYData alone

doesn’t provide the why’s; use

additional resources to

provide context

DATASIMPLEstories

Create compelling,

simple storiesHOW

Think About the Final Deliverable Before Getting Started

• Write out main points (3-5)

• Don’t over think it!

• Know audience and key deliverable

• Reapply (STEAL) great ideas

When Creating Your Presentation, Don’t Start From Scratch

• Be consistent in your look/tone/feel

• Use templates and slide master

When Creating Your Presentation, Less is More

• Keep it simple!

• Limit words

• Make sure font size is readable

• Use active titles

When Creating Your Presentation, Make it Visually Compelling

• Use Images

• Use PowerPoint graphics (Smart Art, Shapes and Picture Formatting)

• Limit transitions and builds

• Fine-tune at the very end

After Creating Your Presentation, Gain a Fresh Perspective

• Take a mental break and walk away from your presentation

• Get “fresh” eyes on it (ask for specific help on wording, flow, etc.)

• View the presentation from your audiences’ eyes

KEY TAKE-AWAYWe remember the story, not

the data points; make sure your story is simple yet powerful

DATASIMPLEstories

1

2

3

WHAT

WHY

HOW

is going on?

is it happening?

best to convey it?• We remember the story, not the data points;

make sure your story is simple yet powerful

• Data alone doesn’t provide the why’s; use additional resources to provide context

• Organize big data into smaller segments to make it easier to understand

ALEX KIESLICHProcter & Gamble | Category Management

[email protected]

JEFF SMITHProcter & Gamble | Shopper Insights

[email protected]

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