Business Services Industry

Forrester Senior Analyst and Welch's Executive Discuss the Power of Integrating Analytics into Trade Promotion Management

Business Wire, Sept 21, 2004

Webinar Sponsored by Demantra and Produced and Hosted By Consumer Goods Technology

WHO:      George Lawrie, Senior Analyst, Forrester Research

          George Jackman, Director, Customer Marketing, Welch's Foods

          Moderated by Steve Rosenstock, Publisher, Consumer Goods
          Technology

WHAT:     Demantra Webinar: "Integrating Analytics into Trade
          Promotion Management"

WHEN:     Tuesday, October 5, 2004, 11:00 a.m. EDT

INFORMATION AND REGISTRATION:

Register at http://consumergoods.com/cgt/seminars/webinars/Demantra_100504/Demantr aWebSeminar.html (Due to its length, this URL may need to be copied/pasted into your Internet browser's address field. Remove the extra space if one exists.)

In this webinar, sponsored by Demantra and produced and hosted by Consumer Goods Technology, George Lawrie, senior analyst with Forrester Research, and George Jackman, director, customer marketing at Welch's Foods, will discuss how consumer goods manufacturers are effectively dealing with escalating trade promotion spending. They will cover how manufacturers can get more "bang for the buck" and ROI on their investments by incorporating analytics into their Trade Promotion Management efforts. Also highlighted is how to move beyond mere post-event evaluation to predictive modeling, what-if analysis, and optimization.

About the Presenters

Lawrie is a senior analyst in Forrester's Enterprise Applications research group. He advises business executives on how to select, deploy and extract value from enterprise technologies. His technology focus areas include supply and service chain applications, business process management platforms, analytics tools, and business intelligence applications. In addition, Lawrie advises vendors on market trends and product marketing strategies, where he brings his specific expertise around TPM and CRM in the consumer goods market. Prior to joining Forrester Research, Lawrie founded and ran a consulting practice specializing in IT value. During his 20 years in the technology industry, Lawrie has fulfilled a range of senior marketing, sales and business development roles in firms like SSA Inc., Digital Equipment, and MSA. Most recently he was business development director for EMEA at ERP vendor Mapics for three years.

Jackman joined Welch's in 1988 and has held positions of brand manager, category sales development manager, group manager of category management, and director of customer marketing. During this time, Jackman has been responsible for brand management across a number of product lines, leading the introduction of Welch's multi-serve products into developing channels (Mass, Club, Drug, Value), introducing Category Management to Welch's and leading that function for four years, and currently leading the Trade Marketing Demand Generation and Sales Communications functions. Throughout this time, Jackman has sought to employ technology as an enabler of superior business processes and as a vehicle to enhance efficiency - automating customer level category analysis to drive Category Management efficiency, converting all Sales communications to a paperless portal based environment, and most recently working to integrate and automate the Sales Customer Planning Trade Funds Management, and Demand Planning processes.

About Demantra

Demantra's demand-driven supply chain solutions manage the rapid creation, planning and fulfillment of demand from promotion management to inventory replenishment. The Demantra Spectrum(R) collaborative environment enables our customers to optimize service levels, increase profit margins and significantly drive overall business performance. Demantra has provided proven results -- 100 to 500 percent ROI within the first year -- to more than 100 Fortune 1000 companies and other global organizations including: Welch's, Pharmavite, Hunter Douglas, Gulistan, Unilever, Reckitt Benckiser, McCain Foods, Wendy's International, DeRoyal, Firmenich, and VTech. For more information, please visit www.demantra.com or contact 1.866.DEMANTRA. For bi-monthly updates on Demantra, please register for our e-newsletter at: http://www.demantra.com/newsletter/newsletter.shtml.> Demantra(R) and Demantra Spectrum are a registered trademarks of Demantra, Inc. All other trademarks are the property of their respective owners.