1、|IBM Services|2017 IBM CorporationIBM Services2IBM MetroPulse/Consumer ProductsHarnessingHarnessingThe Heart of a NeighborhoodThe Heart of a Neighborhood|IBM Services|2017 IBM CorporationIBM Services3IBM 城市脉动/消费品驾驭城市里每一个角落的心跳驾驭城市里每一个角落的心跳陈果陈果IBMIBM GBSGBS全球合伙人，消费品和零售解决方案负责人全球合伙人，消费品和零售解决方案负责人4IBM Se

2、rvices/Offering Management/2018 IBM CorporationNeighborhoods:Neighborhoods:Unique geographical boundaries，based on the combination of visitation patterns and audience segmentsSource：GroundT5IBM Services/Offering Management/2018 IBM Corporation邻域邻域:特有的地理区域，基于特定的行为模式和受众细分Source：GroundT|IBM Services|20

3、17 IBM CorporationData and signals reveal hidden city dynamics.InsightsInsights6|IBM Services|2017 IBM Corporation数据和信号揭示了隐秘的城市动态洞察洞察7|IBM Services|2017 IBM CorporationQuestionsQuestions?Is there a locallocal eventeventthat will influence influence demanddemand in this neighborhood?This neighborhood

4、 has been steadily improving.Should I change the change the product mixproduct mix?I have just been offered more shelf space.How do How do I I use it best?use it best?Which underunder-performing performing soda coolers should be moved?WhereWhere should we place our new vending new vending machinesma

5、chines?How will gentrificationgentrificationchange my placement decisions?Am I deploying my deploying my inventoryinventory correctly?AnsweredAnswered.8|IBM Services|2017 IBM Corporation问题问题?在邻域内，有何会影响需影响需求求的本地事件本地事件?邻域一直在稳步变化，我需要改变产品组合产品组合吗？我刚获得了更多的货架空间，我如何更好利用更好利用？哪些销量不佳销量不佳的汽水冷柜将被撤除？我们新的自动贩卖机将部署部

6、署在哪些地点？地点？中产阶级小区中产阶级小区发展将如何改变我的选址策略?我的库存水平库存水平分配合理吗？答案答案.9IBM Services/Offering Management/2018 IBM CorporationIBM Services/Offering Management/2018 IBM Corporation3%3%Increase in RevenueRight Product,Right Place.Unilever sees increasing urbanization as a huge business opportunity and aims to accele

7、rate growth in cities.Unilever deployed MetroPulse for ice cream cooler site selection and product mix optimization.Among thousands of data points,MetroPulse unearthed and proved the dominant correlation between successful coolers and their proximity to schools or daycares.Linked promotions to local

8、 conditions;In case of extreme weather events,adjusted deliveries in real time.“Cities are a strategic priority for our companies and this Big Data and Analytics platform is a great example of how we can jointly drive that agenda.-Unilever Director of Global Smart Data&OmniChannel,March 2016 1 10IBM

9、 Services/Offering Management/2018 IBM CorporationIBM Services/Offering Management/2018 IBM Corporation3%3%营业收入提升正确的地点、正确的产品城市化不断发展带来新的商业机会，联合利华希望加速在城市中的生意增长。联合利华实施了IBM城市脉动（MetroPulse），用在冰激凌冷柜地点选择以及产品组合优化在无数数据点中，IBM城市脉动（MetroPulse）发现并证实了冰柜销量与其周边的学校和托儿所的显著相关关系将促销和本地环境相结合，遇到极端天地，实施触发交货“城市对公司至关重要，这个大数据

10、及分析平台是我们如何达成这一业务目标的重要示例-联合利华全球大数据和全渠道业务总监11IBM Services/Offering Management/2018 IBM Corporation3%3%Increase in MarginsUnlocking Value from Under-Used Assets.Not all vending machines are profitable.What appear to be like-for-like machines deliver significantly different returns.Some products sell ou

11、t,others are slow to move.Vending machine placement and product mix decisions were unduly influenced by past fact rather than current local demand and conditions.MetroPulses hyper-local insights brought new intelligence to vending machine decisions.Hyper-local insights on demand,people movement,venu

12、es,and competition turned vending machines into profitable assets.GLOBALGLOBALBeverage CompanyBeverage CompanyJAPANJAPANIBM Services/Offering Management/2018 IBM Corporation12IBM Services/Offering Management/2018 IBM Corporation3%3%利润提升使利用不足的资产释放价值不是所有的贩卖机都赚钱。每个机器看起来都差不多，如何能产生显著的收益？有些产品卖空了，有些却卖不动。贩卖

13、机的布置及产品组合决策，过分依赖历史情况，而非当前的本地化需求和条件。IBM城市脉动（MetroPulse）的超级本地化洞察为贩卖机带来了新的智慧。对于需求、人们移动轨迹、地点以及竞争对手动向的洞察，使得贩卖机成为盈利的资产。某全球饮料公某全球饮料公司，日本司，日本IBM Services/Offering Management/2018 IBM Corporation13IBM Services/Offering Management/2018 IBM CorporationIBM Services/Offering Management/2018 IBM CorporationMajorM

14、ajorDIY/Home DIY/Home Improvement Improvement ChainChainAim digital ads at your highest-value consumers,to drive far higher ad productivity 20%20%increase in foot traffic to participating stores,driven by ads targeted to a location-derived audience segment:consumers representing 5%of overall foot tr

15、affic,but 40%of total sales14IBM Services/Offering Management/2018 IBM CorporationIBM Services/Offering Management/2018 IBM Corporation某主要建材某主要建材连锁大卖场连锁大卖场将数字化广告精准投放到最高价值的顾客，极大提高广告效率20%20%对目标门店的客流提升：通过位置提取、精准选取广告受众：5%的客流，占40%的总销售额15|IBM Services|2017 IBM CorporationMetroPulseRailStationsBusStationsS

16、tadiums&FacilitiesWeatherParksOffice BuildingSalesVending MachinesProduct SKUsPaymentSlipsPurchasing PatternsHouseholdsPopulationMovementNightimeMovementDaytimeMovementCompetitorsThird PartyLocal News,Wireless,Weather,Market Insights,Demographics,Geo SpatialInternet of ThingsMachine Sensor,Machine I

17、nteraction,Operation MetricsInternalSupply Chain,Inventory,Pricing,Trade Planning,ProductConsumer InteractionDigital Interaction,Consumer Persona,Event InteractionSocialInstagram,Facebook,Twitter,Pinterest,Snapchat,LinkedInPOSDistribution Center,Retail Store,Scanner Detail,SKU LevelUse External Data

18、 and IndicesUse External Data and IndicesIBMs extensive library of curated geo-temporal data provides a unique understanding of the neighborhoods.Unique Set of PreUnique Set of Pre-Computed IndicesComputed IndicesAugmented data provides additional insights for site selection(e.g.gentrification index

19、).Rapid Time to ValueRapid Time to ValueMetroPulse is an as-a-service application with a specially-tuned cognitive engine.Easy Integration into BusinessEasy Integration into BusinessWorkflows&ApplicationsWorkflows&ApplicationsMetroPulse can be integrated with your ecosystem of business applications,

20、such asSAP S4 HANA.16|IBM Services|2017 IBM Corporation城市脉动大数据平台RailStationsBusStationsStadiums&FacilitiesWeatherParksOffice BuildingSalesVending MachinesProduct SKUsPaymentSlipsPurchasing PatternsNightimeMovementDaytimeMovementCompetitors第三方数据本地新闻、移动用户（Wifi、手机）、天气、市场动向、人口特征、地理空间特征物联网机器传感器、机器互动、运营指标

21、内部数据供应链、库存、价格、渠道营促销规划、产品使用外部数据和指标使用外部数据和指标构造时空数据（geo-temporal data）的扩展库，对邻域提供独到理解独特的预计算指标集独特的预计算指标集汇总增强的数据，例如中产阶级社区指标，为选址等提供洞察分析快速的投资回报快速的投资回报“城市脉动”是一个云服务平台，具有特殊调校的认知计算引擎与业务工作流和应用简单集成与业务工作流和应用简单集成“城市脉动”可以介入企业的各种业务系统，预置SAP S4 Hana集成接口消费者互动数字化互动、消费者画像、事件互动社交媒体各种主流社交媒体数据销售点物流中心、零售门店、销售设备及 SKU 层级火车站公交车站

22、体育馆和公用设施气象数据公园办公楼销售贩卖机产品SKUs收银条购买范式家庭情况人口移动夜间活动白天活动竞争对手17IBM Services/Offering Management/2018 IBM CorporationSiteSiteSelectorSelectorOptimize the placement of your assets.Display neighborhood attributes.Identify under-served neighborhoods to place new assets;taking into account the sales potential

23、of the neighborhood and competitive points of sales.Rank candidate locations for new asset placement-such as vending machines and cabinets.Select underperforming assets for removal or reassignment.18IBM Services/Offering Management/2018 IBM Corporation选址优化器选址优化器优化资产部署显示邻域的特性值识别尚未覆盖的邻域，部署新的资产；考虑到该邻域的

24、销售潜力以及竞争性销售点新资产部署，例如贩卖机、陈列柜，对候选地址进行排序选择销量不佳的资产，撤除或转移19|IBM Services|2017 IBM CorporationThis is Varun,he is a field technician.VaruVarun nThis is Sandy,she is a Category Manager for ice cream.SandSandy yUses Metro Pulse to identify under-served neighborhoods with highest sales potential.Creates a wo

25、rk Creates a work order for the field seller team.order for the field seller team.Receives notification of candidate Receives notification of candidate sites.sites.Metro Pulse ranks candidate sites.Sandy selects approved sites and within Metro Pulse,sends the list to their company ERP.Monitor sales

26、performance Monitor sales performance of new coolers.of new coolers.No further red flags in the Metro Pulse App.Sees target neighborhood on mobile Sees target neighborhood on mobile device generated by work order.device generated by work order.Canvasses neighborhood to find potental location for new

27、 ice cream cabinets.Selects most feasible sites on the app.Receives work order with the approved Receives work order with the approved sites on mobile device.sites on mobile device.Installs asset in new locations.Sandy needs to deploy 100 new ice cream cabinets in the Phoenix area before the summer

28、starts.20|IBM Services|2017 IBM Corporation现场工程师瓦伦瓦伦冰激淋品类经理珊迪珊迪使用城市脉动，识别覆盖率不足、具有高销售潜力的邻域，对现场销售团队创建一个派工单创建一个派工单收到候选地点的通知。收到候选地点的通知。Metro Pulse对候选地点排序，珊迪选择了批准的地点，并且将清单输入到公司的ERP系统监控新冰柜的销售情况。监控新冰柜的销售情况。直到Metro Pulse App里不出现提示红旗从手机上看到目标区域的派工单从手机上看到目标区域的派工单.描绘邻域情况，发现新冰激凌售卖柜的潜在位置；在APP上标注最可行的地点在手机上收到批准的地点的派

29、工单。在手机上收到批准的地点的派工单。在新位置安装设备。珊迪需要在夏天开始前，在某城市城区部署100台新的冰激淋售卖柜21IBM Services/Offering Management/2018 IBM CorporationAssortmentAssortmentOptimizerOptimizerOffer the right product mix at each point of sale.Display neighborhood attributes(events,social demographics,points of interest,and weather).Identif

30、y points of sale with ineffective product mix based on clustering algorithms.Recommend optimal mix and simulate expected sales uplift.What-if simulation tool to view aggregate improvement of sales based on recommendations across the fleet.Accept or reject recommendation to then show aggregate improv

31、ement.For direct store distribution(DSD)this will generate a notification to dispatch field agents to the site.22IBM Services/Offering Management/2018 IBM Corporation商品组合优化器商品组合优化器在每个销售点，提供正确产品组合显示邻域特性（时间、社会人口特征、POI兴趣点、天气等）基于聚类算法，识别无效产品组合的销售点推荐优化方案，模拟期望的销售提升模拟工具，观察在整个销售体系中，使用推荐方案带来的汇总销售提升接受或拒绝推荐，显示汇

32、总销售提升对门店直送情况，将自动产生通知，分配业务代表到销售现场23|IBM Services|2017 IBM CorporationThis is Jenna,she is a field seller.JennaJennaThis is Diego,he is a category manager for shampoos.DiegDiego oMonitor store performance.Monitor store performance.Uses Metro Pulse to rank and identify points of sale which are under-pe

33、rforming due to sub-optimal product mix.Diego selects and prioritizes points of sale where Metro Pulse recommendations should be implemented.Generates a work order for field sellers to visit locations and action product mix changes.Generate work order to visit point Generate work order to visit poin

34、t of sale locations.of sale locations.Monitor sales performance.Monitor sales performance.No further red flags in the Metro Pulse App.Receives work order notification.Receives work order notification.Visit prioritized retailers based on Metro Pulse recommendation.Diego is trying to determine the rig

35、htmixof products to put into the stores.With DSD*With DSD*Jenna stocks shelves as recommended by Metro PulseWithout DSD*Without DSD*Jenna meets with store merchandizer and recommends assortment based on Metro Pulse Insights*Direct Store Distribution*Direct Store Distribution24|IBM Services|2017 IBM

36、Corporation现场销售代表简娜简娜洗发水品类经理迭戈迭戈监控门店绩效。监控门店绩效。使用“城市脉动”排序、识别 由于产品组合缺乏优化造成销售业绩不好的销售点。迭戈选择“城市脉动”推荐实施优化方案的销售点，确定优先级，对现场销售代表生成派工单，到销售现场访派工单，到销售现场访问问，并且执行有关调整监控销售绩效，监控销售绩效，确保不出现新的提示红旗收到派工通知，收到派工通知，按照城市脉动的推荐，访问优先级高的商店迭戈努力决定在商店销售的正确产品组合 有有 DSD*DSD*简娜按城市脉动的推荐补充货架库存 无无DSD*DSD*简娜和商店采购经理见面，基于城市脉动的推荐，向采购经理建议组合调整*Direct Store Distribution*Direct Store Distribution25