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

$

Market Research Provider Client

RetailDatabase

BottomLine

Reports Analysts Management

$

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