Terra Technology's Multi-Enterprise Demand Sensing implemented globally by Procter & Gamble

Terra Technology has announced that The Procter & Gamble Company (P&G) has started a global implementation of Multi-Enterprise Demand Sensing (MDS) to better meet the needs of retailers and consumers around the world. The implementation demonstrates P&G's commitment to using available information about consumer and customer behaviour in all markets, leading to improved performance and decreased costs across the globe.

"We are implementing MDS because traditional demand planning is simply not sufficient anymore," said Rafal Porzucek, Global Process Leader Demand Planning at Procter & Gamble. "New products, new markets and increased economic uncertainty have created pervasive volatility, and today's supply chain requires technology to access and analyze as much information as possible to successfully forecast consumer demand. By implementing MDS we are using customer data to efficiently drive our supply chain and lowering forecast error."

MDS uses downstream data from all available sources – including POS, channel inventory, warehouse withdrawals, distributor data and retailer forecasts – providing visibility into current movement of products and enabling Procter & Gamble to more accurately predict demand.

"Procter & Gamble's global implementation of MDS to use external demand signals in a structured way to predict future orders is revolutionary," said Robert F. Byrne, CEO of Terra Technology. "No other organisation has made such a significant commitment to using big data to improve performance."

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