The digital gurus of the Obama campaign had given us tremendous insight into how we can increase participation, opinion and funding through big data crunching (http://www.motherjones.com/politics/2012/10/obama-campaign-tech-staff).
From a supply chain point of view, we should no longer see demand as something to be modelled from historical data, but just one piece of information to complement continuous sensing and improvement to increase sales, especially online sales.
So how do we increase online sales? We heard of how simple A/B testing has helped pull in the bucks
(http://blog.optimizely.com/2010/11/29/how-obama-raised-60-million-by-running-a-simple-experiment/).
For many online retailers, many of them continuously refine their websites through experiments to increases sales, cross-sell, upsell and bundling opportunities. This demand creation approach is really quite different from the traditional historical sales analysis coupled with sales promotions and new product launches.
Demand creation is very interesting as we creating a pull of end products from raw materials. At the very least, it complements traditional forecasting/sales promotion/product launches by reducing the bullwhip effect along the supply chain.
So how do we do it, it seems quite straight-forward with google analytics (http://support.google.com/analytics/bin/answer.py?hl=en&answer=1745210&topic=1745207&ctx=topic)
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