Aperity’s Data Integrator Provides Broader Data Visibility for Pernod Ricard USA

Pernod Ricard Case Study

The Situation

...the fact that the product universe is constantly changing due to proliferation of new brands, SKUs, size and/or vintages. As a result, there was no easy way for Pernod Ricard USA (PRUSA) to map all sources to a uniform product standard.

The nature of the Beverage Alcohol industry requires the need to combine multiple data sources to view market trends holistically. There are three main data sources: Distributor (Depletions), Nielsen (Retail - Open States) and NABCA (Retail - Closed States), each dataset defining products independent of the other. Not only is this data presented through different sources, it is also reported at varied time periods.

...the fact that the product universe is constantly changing due to proliferation of new brands, SKUs, size and/or vintages. As a result, there was no easy way for Pernod Ricard USA (PRUSA) to map all sources to a uniform product standard.

Add on the fact that the product universe is constantly changing due to proliferation of new brands, SKUs, size and/or vintages. As a result, there was no easy way for Pernod Ricard USA (PRUSA) to map all sources to a uniform product standard.

The PRUSA Insights and Analytics group was small and faced with limited access and visibility to their data. They were spending a tremendous amount of time cleaning the dataset to report accurate data across all channels while recognizing the need to speed up the analytics reported to the sales, marketing, finance and operations teams. In addition, PRUSA was using their own definition of products for their internal financial systems, their shipment dataset and for managing their supply chain. Their analysts were spending many hours aggregating these datasets and aligning them to one definition of the product so product sales could be rolled up to the right brand.

At the same time, PRUSA’s experienced IT team was working on implementing Salesforce and needed a solution that would feed into existing internal applications as well as the platform they were about to launch.

The Solution

Aperity, with over a decade of experience working with leading suppliers in the Wine and Spirits industry and with relationships with Distributors and data collection from Nielsen, NABCA and Distributors, had developed a central repository of products from these sources to provide its customers with broader data visibility. Its Data Integrator product, part of its Data Exchange, could harmonize these disparate products into one definition of the product through an automated process. Plus an added layer of manual mapping assists with those products that were not captured through automation.

Leveraging this expertise, Aperity was quickly able to work with PRUSA to identify one single source to map. PRUSA identified that source as Nielsen and agreed to provide Nielsen’s product file to Aperity on a monthly basis. Aperity’s Data Integrator tool auto mapped the NABCA products to Nielsen products. The tool then appended PRUSA’s product hierarchies to the mapped file. Once the auto-maps were completed, product mapping experts manually mapped the remaining products based on agreed upon rules with Pernod Ricard. For those products that did not find the right match after all the layers of mappings were applied, they were appended with DISCUS hierarchies. This allowed the products to fall into the right brand/sub-categories/categories. A weekly feed also was generated that fed into the backend IT process at PRUSA and seamlessly fed into their internal reporting environment.

The Result

Pernod RicardAperity was not only able to cleanse and synthesize PRUSA’s existing data, but supplement it with external third-party data from Nielsen and NABCA to provide much broader data visibility. For the first time, PRUSA was able to report data across Nielsen, NABCA and Distributors without manual intervention and massaging of the data behind the scenes. By aligning these different languages across PRUSA and its Distributors and Retailers, Aperity’s Data Exchange solutions helped PRUSA’s decision makers cut through the clutter of Big Data and reveal actionable insights and focus on the best opportunities to maximize sales.

Today, PRUSA is now able to report national sales across multiple data sources. It is this single source that helps align and unify the sales and marketing priorities, eliminate organizational silos, and track and report on key brands as well as competitors. They are able to seamlessly feed this to their CRM tool, to reach the broader sales organization, top management, finance and marketing teams. Every day, these reports guide proactive behaviors essential to keep PRUSA in the forefront of the ever-changing Beverage Alcohol space.