In early 2021, Parker Avery’s Chief Analytics Officer Sam Iosevich and Partner Amanda Astrologo participated in a CGT webinar where they discussed the benefits of a unified demand signal. Over the last few months, Parker Avery has helped several retail and CPG clients realize tremendous improvements by implementing and adopting this new way of approaching and using demand forecasting. However, many of the questions received during the webinar made us realize that the overall concept is not clear to those who haven’t been “in the weeds” with this new way of operating.
In this post, we demystify the concept of a unified demand signal, explaining it in plain terms. We begin with level setting how retailers and consumer goods companies are currently operating and why this concept of collaborative demand planning is still so elusive.