Demand Signal Repository

What is a Demand Signal Repository


For today's CPG, a key technology in the IT infrastructure is the Demand Signal Repository or DSR. A DSR is a demand data warehouse of retailer and consumer demand activity, including demand, replenishment, merchandising, sales, and marketing. Although often known as a "POS demand data warehouse", a DSR extends well beyond retail POS by merging many varied sources of information, such as syndicated data, ERP shipments and budgets, retailer forecasts, trade promotions and demographics.

At the core of VELOCITY® is a powerful demand data warehouse that grows in concert with your needs. It cleanses and harmonizes demand data from all of your customers into a relational demand data warehouse, and provides multi-level analyses to your users. It is also a source of information to your other enterprise applications.

Features of VELOCITY®’s DSR

Features critical for a successful enterprise Demand Signal Repository (DSR) include:

    • Robust, Scalable Data Warehouse Architecture
      • Normalized Relational Databases
      • Open databases
      • Multiple database instances
    • Granularity at the Lowest Possible Level of Demand
      • Item
      • Store
      • Week or Day
      • Retailer
    • Integration of Multiple Sources
      • POS Data or Demand Signal Data
      • Inventory And Replenishment Factors
      • Forecasts
      • Shipments
      • Syndicated Data
      • Trade Promotion Events
      • Other 3rd party data
    • Powerful ETL Toolset
      • Data Cleansing, Normalization
      • Native EDI Import
      • Support for AS2 Downloads
      • Data suspense and reprocessing
    • Automated Processing
    • Harmonization and Analysis Across Accounts
      • User security by retailer
      • Fiscal calendar by retailer
      • Customer Item code cross referencing
      • Dynamic dimensions
      • Dimensions adapt to retailer being analyzed
    • Support For International Data
      • Tradacom and EDIFACT
      • Import Multiple currencies
      • Currency Exchange Rates
    • Extensible Architecture
      • Add new measures and master data
      • Create unlimited numbers of dimensions
      • Add special processing functions and calculations

Scalable, Comprehensive, Fast

VELOCITY® is the enterprise demand signal repository from which all aspects of your supply/demand chain can be managed across all of your channels. VELOCITY® gives you access to over 400 global retailer and distributor demand signal sources, accepting raw customer EDI, Tradacom, or EDIFACT standard interchanges, retailer portal demand signal data, flat files, proprietary files, and spreadsheets. VELOCITY® cleanses, normalizes and stores information in a relational data warehouse, and provides open access to its own BI toolset and other third-party BI applications such as SharePoint / PerformancePoint (MOSS), Cognos, Business Objects, SAP BW and many others.

VELOCITY®'s proficiency with demand signal data from POS and EDI data provides answers now from virtually real-time information, not from weeks or months before. Having easy access to multiple retail accounts enables retail suppliers to not only analyze by account but by channel, region, market, territory and much more.

Demand Signal Acquisition and Translation

Unlike most other Demand Signal Repositories (DSRs), VELOCITY® manages the entire process of collecting and updating retail POS demand data, including EDI, AS2, and proprietary sources. VELOCITY® automatically loads and updates the most granular level of demand data every day from all of your demand signal data sources, affording you the luxury and value of having the most current information at your fingertips every morning.

VELOCITY® also takes care of "normalizing" all the demand signal data so that valid comparisons composites can be made. The ETL processing of the demand signal data warehouse cleanses the demand data, provides default values for omitted demand data and prepares the demand data for storage and subsequent analysis.

Flexible and Extensible

Add new measures and dimensions to your demand signal data warehouse as your requirements expand. VELOCITY®'s open architecture allows you to add and support new demand signal data sources. VELOCITY®'s "hook procedures" allow you to add new processing and summarization capabilities for new features and special analyses. For example, if a retailer does not provide comp store sales, you can have VELOCITY® calculate them for you.


VELOCITY®'s security measures are in sync with all major retail accounts. Access to retailers is controlled by VELOCITY®'s strict security system to insure only authorized individuals can view specific retailers' demand signal data. Additional security measures restrict access to data by account and protect data provided for category management purposes from exposure to the rest of the company.

VELOCITY® also complies vehemently to Wal-Mart's strict data-sharing policy requiring that all critical POS demand signal and inventory data always resides behind the retail supplier's firewalls.

Native EDI Import (EDI 852, EDI 867, EDI 830, EDI 816)

VELOCITY® eliminates the need to create or purchase EDI translation and transaction maps. With its native importing of EDI 852 (POS or demand signal activity data), EDI 867 (Reseller activity), EDI 830 (forecasts), and EDI 816 (store information), VELOCITY® is ready to load EDI data "out of the box". Retailers are notorious for implementing EDI transactions differently, especially the EDI 852 (POS or demand signal activity data) transaction.

VELOCITY® parses and interprets EDI 852 transactions by applying many different algorithms to the structure and contents of the transaction. Each customer can be configured to decode their 852 correctly. VELOCITY®'s proprietary EDI importing supports over 400 retailers and distributors, both domestic and international.

Speed and Flexibility

While many other Demand Signal Repository (DSR) solutions address speed issues by settling for downloading summary data, VELOCITY® brings down the raw POS elements and does it quickly. The best-in-class, built-in translation algorithms allow VELOCITY® to accomplish in hours what takes others days. Since store and item level demand signal (POS) and inventory data is stored in the database, users have the flexibility to do all their analysis on the fly, drilling down as needed, adding calculations, changing time frames, etc. without ever having to wait for data to be reloaded or reprocessed.

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