Case Study: Leveraging TelluBase Data for Strategic Insights

An overview of enhanced market analysis using TelluBase?

INTRODUCTION

This case study on the global cheese market highlights the successful use of TelluBase data to provide detailed insights into market trends and consumer behavior. Leveraging TelluBase's proprietary data, the project aimed to support strategic decision-making by quantifying consumer opportunities where previously there was no available data.?

The methods and insights can similarly be applied across any consumer facing industries across consumer goods, telecommunications, banking, retail, and more.?

BACKGROUND

Cheese is an expensive product. This means that it is mainly consumed by globally affluent households (except in cheese-centric countries like France or Sweden). Thus, understanding where the affluent consumers live is critical to any cheese company with global ambitions.?

This should be known not only at the country level, but also at the city level: for today, 10 years out and 10 years into the past. These long time horizons make it possible to see trends clearly.?

However, such information was not available until TelluBase was introduced by Tellusant.?

HOW TELLUBASE INFORMATION IS USED?

Conducting the Analyses?

The TelluBase platform is used as the hub for context data about economics, demographics, and consumers. All data is harmonized between and within countries and over time, so the data follows identical definitions whichever unit is looked at.?

1. Understanding the middle class and above: The client wanted to determine exactly which consumer groups are the key drivers of consumption. We were asked to support the client in determining that cheese is mainly consumed by the top 30 percent of global income earners. This task can be done by company analysts or as additional service work with Tellusant. This was set as the income cutoff in the TelluBase application.? ? With this, analysts at the client were tasked with finding where such household are in 2014, 2024, and will be 2034. For example, are there more such households in Mexico City than in Shanghai.
2. Correlating with cheese-eating culture. Having many potential (latent) consumers is one thing, understanding whether they will buy cheese is another. The client had several A&U studies that delved into this. For example, Chinese consumers enjoy cheese if they can afford it. But is mainly in pizza and sandwiches. Children enjoy chocolate and strawberry cheese with high calcium content.? ? Analysts “multiplied” the size of the middle class and above with the probability of eating cheese. They thereby took the market from the latent addressable market to the available market. This was then compared to the actual market.
3. Looking into the future. After understanding today and the past, it is easy to predict the future. With some guidance from Tellusant, the company was able to pinpoint major opportunities. These were then compared with the competitive landscape. A large opportunity with moderate competition led to resource allocation.?

Streamlining Through TelluBase Integration?

TelluBase data played a crucial role in various aspects of the project. Here are some specific ways it was used:?

1. Building out APIs: Based on the success of the pilot case, TelluBase APIs were applied so that all data are directly accessible across the organization. This simplifies access and ensures that there is common view of the world.
2. Forecasting Scenarios: TelluBase data is used to forecast multiple economic scenarios and understand the reliability of these forecasts based on historical data. The company now views forecasts in terms of likely ranges without additional time and effort.?
3. Creating Context Data Presentations: Charts are automatically embedded directly from the TelluBase app into presentations. This has reduced the time and challenge of making similar tables and graphs with multiple updates per year.?

KEY TAKEAWAYS?

The insights generated using TelluBase data have driven several important changes in the company:?

1. The ability to make real-time adjustments and ensure that the strategic planning process remained dynamic and responsive to changing market conditions.?
2. Resource allocation priorities have shifted to the areas with the largest future relevant consumer growth, rather than historically where there has been success.
3. There is now consistency in the context data used across business units so that the central organization can more easily compare insights from various units and geographies.?
4. The error rate has dropped significantly after deploying TelluBase in a robust and holistic manner.

The client is now considering adding Tellusant’s PoluSim product to avoid the manual steps described here and to make forecasts and scenarios in an even more robust and convenient manner.?