Market Watchdog™
Intelligent Retail Measurement
Supplier
Products
The Scene
Sales Data
Retailer
MarketResearchCompany
Market Research
The Need
• Market research has become Tactical
• Suppliers need to know "Why", not just "What" - ASAP
• Currently available IT can only provide "What" - finding "Why" is still too time-consuming and expensive
What Is Market Watchdog™
• A software system that continuously scans retail data (POS,
Census, etc.), identifies market trends, analyses them and
provides clients with actionable findings – what caused the trend,
where did it occur, how is the competition doing, etc.
• Market Watchdog™ automates sophisticated analysis methods
that until now could be executed only by knowledgeable people
• Separating the wheat from the chaff, instead of lengthy reports -
Market Watchdog™ provides the bottom line
Market Watchdog™ Features• Identifies market trends – in sales, market share, price, distribution
level
• Finds the causes of the trends using multi-level product categories
drill down and market breakdown, including global trends,
competition, and price
• Competitors are found and analyzed at every level (supplier, brand,
segment, etc.)
• Flexible time base – from days and weeks, all the way to years
• All analysis parameters can be defined by the client
• Automatic report generation in diversified formats – HTML, XML,
PDF, etc.
How Does Market Watchdog™ Work
Point Of Sale
Census
Database
Market Watchdog
Alerts
PeriodicalAnalysis
SpecialAnalysis
Transactions
Data
Getting Actionable Findings - Currently
RetailDatabase
BottomLine
ManagementAnalystsOLAP
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Market Research Provider Client
RetailDatabase
BottomLine
Reports Analysts Management
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Manual – Costly and time consuming
Shortcomings Of The Manual Process
• Lengthy and expensive
limited frequency – strategic only, impractical for
routine service
• Tends to be biased
• Tends to miss a lot
The Impracticality Of Programming
• The market is a highly complex environment that is
rapidly changing in unpredictable ways
• Programming, by its nature, is practical only in static,
pre-defined environment
• This leaves 2 options :
1. One-size-fits-all system, which is never the case
2. Customized or inhouse system - very expensive to build
and maintain, way beyond the reach of all but a few
• Tupai’s groundbreaking technology, Active Knowledge Networks, combines knowledge and intuition similarly to a knowledgeable analyst
• The technology excels in highly complex dynamic environments
The Technology Behind Market Watchdog™
CalculateSimulate
Alert
Control
Learn
• It allows assembling systems that take the form of the mental models people use, and that operate in much the same way -
Market Watchdog™ – A New Paradigm
RetailDatabase
BottomLine
ManagementMarket Watchdog
$$$
Market Research Provider Client
RetailDatabase
BottomLine
ManagementAnalystsOLAP
$
Fully Automatic
Market Watchdog™ Advantages
• Faster and cheaper. Virtually no marginal cost.
Unlimited frequency – both strategic and tactical
• Unbiased
• Comprehensive - everything is covered
Market Watchdog™ - The Process
Market Watchdog
XML
RetailDatabase
Clean and filter retail data
Intelligent Correlation Finding
Produce customized reports, each manager gets what he needs
Identify and explore trends
Create overall findings XML hierarchy
Dispatch reports
ReportA
ReportB
ReportC
Using Market Watchdog™
• Fast and easy setup – no programming required
• Unprecedented flexibility – customized services can be
provided at a fraction of the cost and time required now
• Unlimited scalability – any data, information and
knowledge can be combined and extend the system
• Non-intrusive – does not require a change in the
existing IT systems
Market Watchdog™ Win-Win Paradigm
• The Market Research provider can extend its offerings
and increase its competitiveness by making a better
use of its market information assets
• The client can get a better market insight in an
actionable form, cheaper and more frequently, which
can improve its business performance while reducing
costs
Market Watchdog™ Sample Report
Sample reports• Individual supplier• All suppliers