{"id":9910,"date":"2022-06-07T16:09:33","date_gmt":"2022-06-07T16:09:33","guid":{"rendered":"https:\/\/www.backupsfdc.io\/?p=9910"},"modified":"2022-06-08T13:31:43","modified_gmt":"2022-06-08T13:31:43","slug":"how-re-using-your-backup-data-can-transform-the-consumer-goods-industry","status":"publish","type":"post","link":"https:\/\/54.174.198.203\/how-re-using-your-backup-data-can-transform-the-consumer-goods-industry\/","title":{"rendered":"How Re-using your Backup Data can Transform the Consumer Goods Industry"},"content":{"rendered":"\n

By Remy Claret<\/a>, CMO of Odaseva with contributions from Jitendra Zaa<\/a>, Salesforce CTA, MVP and Associate Partner, IBM<\/em><\/p>\n\n\n\n

There\u2019s little doubt that the currency of the modern world \u2013 the so-called \u201cfifth fuel\u201d \u2013 is data. Data is being captured everywhere, at all times, so that the volumes of global data are constantly multiplying. The question is, how do you make sense of all that data? <\/p>\n\n\n\n

\u201cBig data\u201d \u2013 made powerful by huge advancements in AI and machine learning \u2013 is now making instant decision-making a reality.<\/p>\n\n\n\n

There are three areas where Big Data is transforming the consumer goods sector:<\/p>\n\n\n\n

  1. Marketing<\/li>
  2. Sales<\/li>
  3. Supply Chain<\/li><\/ol>\n\n\n\n

    Let\u2019s examine each, with real-life examples.<\/p>\n\n\n\n

    Marketing \u2013 the most revolutionary industry?<\/h2>\n\n\n\n

    Marketing is one of the most obvious areas where Big Data has had a measurable, positive impact. There are multiple ways that marketing in the consumer goods sector can be digitally transformed. Using data, we can build a 360-degree view of a customer that includes their shopping behaviour and the effectiveness of marketing efforts to cause them to buy. We can then calculate the ROI of marketing efforts in the domain of a particular customer, building a picture of their \u2018performance,\u2019 or responsiveness to marketing efforts.<\/p>\n\n\n\n

    At the Data Innovation Forum for Salesforce Architects<\/a>, Jitendra Zaa, Associate Partner and Salesforce Technical Leader at IBM, said: \u201cRetailers have so many methods of pushing products to customers. Website, email, social media and so on. Reams of data are created. Our data sets can answer questions such as: Which product is selling? What is the ripple effect for different products? For example, maybe marketing is working for product A, and that causes product B to sell better. Analytics is our best shot at making sense of these trends.\u201d<\/p>\n\n\n\n

    Where do CRM tools come in? At Odaseva we provide the backup and restore element of the Salesforce ecosystem. Salesforce \u2013 the market leader \u2013 is excellent at tracking operational data. The next step in digital transformation is to turn or link operational data into transitional data so it can be effectively tapped-into for instant decision making. <\/p>\n\n\n\n

    To that end, backups don\u2019t have to spend their lives sitting idle in a repository, waiting for the day they\u2019re called upon to recover data. In an excellent case of \u201ckilling two birds with one stone,\u201d it\u2019s now possible for IT to make intelligent use of data backups. An extraction tool can data out of backups of the CRM platform into a \u2018data lake\u2019 where it can then be used in an analytics framework. Data from backups can power analytics, ML and AI processes to drive business decisions. <\/p>\n\n\n\n

    Sales \u2013 no longer a silo<\/h2>\n\n\n\n

    In the early days of Big Data, the supply chain and sales operations worked in discrete silos. Retailers were not equipped to connect the dots on how marketing was directly (or indirectly) affecting sales. <\/p>\n\n\n\n

    That\u2019s a problem, because the ability to forecast data is a critical capability for growing sales. Marketers need to be able to answer questions like: <\/p>\n\n\n\n