What Is Demand Sensing

Demand sensing is the translation of downstream data with minimal latency to understand what is being sold, who is buying the product (attributes), and how it is impacting demand. Overall, there are four techniques to improve channel sensing  

Focus on market drivers. For each supply chain, there is a 

This requires the ability to collect and analyze data across market channels and geographies to understand who is buying which product and in what quantities. In the case of e-commerce, this can be click-through data and in the case of social data, this can be consumer sentiment patterns. In the case of discrete manufacturing, this can be distributor sell-through data. 

Traditional demand management processes use structured transactional data (orders and shipments). Unstructured data sources, such as weather patterns and social sentiment data, are increasingly important sources of insight for market-driven value networks. Unfortunately, unstructured data cannot be used in traditional demand architectures. 

The minute that you launch the product, you get the market reaction, but it is not being used in the forecast. The use of this sentiment is the next big opportunity. 

---