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Acer case study

Acer rst made contact with Zyme because the company realised that it needed to tackle channel data
issues; essentially encouraging partners to report accurately, and then make sharing the information a
mutual business benet.

www.zyme.com
Originally deploying an in-house solution to manage its data sets, with support from a small data provider, Acer found that there were too
many issues to continue eectively with this approach. A signicant issue was related to how the data was gathered. Excel spreadsheets
were used in some departments, whilst others perhaps relied on varying levels of data quality, commented Mailin Boeker, Senior Manager,
Business Operations & Control at Acer. It was following an internal review that the importance of channel visibility, and getting a view on real
market performance, gained critical importance. Based on the projected business benets that it could bring it was immediately agreed that
channel data management (CDM) needed to be addressed.

having data, reliable data, on not just a


country level but on an EMEA headquarter
level and a global level to understand is a
massive deal. We know what stock we have
in the channel, is it healthy, what our average
days of stock are, do we ship in more or do
we reduce what we are shipping? We are
really in control of channel data.

Mailin Boeker,
Senior Manager,
Business Operations and Control, Acer
Acer was happy to enter in to discussions with Zyme. In 2010 CDM as a
terminology, and a business practice, was largely unknown but Zyme
was both a leader and a visionary in this eld. Working with Zyme was
appealing because of the expertise and experience, added Boeker. The
Acer team then took the time to visit the Zyme operations in Bangalore,
and Zyme completed various certication processes with the Acer legal
team. It was critical from the start that customer data rules and
regulations were adhered to.

There were a number of key questions that Acer wanted answers to:
What can we do with channel data? What do we want channel data for?
What else do we need to do in order to make use of the data? There were
also big discussions around make or buy? Can our existing IT team
receive the data and then make it available or is more support needed?
Data quality was the main agenda item and it was important to agree at
the start how it could be taken care of.

So those were the main concerns but even without all the answers in
place we were encouraged to get started and agreed to run a pilot with
Zyme in 2 countries, Germany and France, and then gaining condence
- we quickly extended that pilot to the entire EMEA region, added
Boeker. In order to monitor how the data was processed and managed
various check-points were agreed. The decision to implement CDM on an
EMEA level ultimately saw the way the organisation was working change.
In terms of value Acer now has a totally data driven company, with In 2011 Acer had to write o more than $150 million in Spain
one single source of truth when it looks at channel data. This also because of channel stock issues - so having data, reliable data, on
enables the business to have a 360-degree review where it can not just a country level but on an EMEA headquarter level and a
connect the current channel stock with the order status, and with global level to understand is a massive deal. We know what stock
business planning, and share it with nance teams to compare we have in the channel, is it healthy, what our average days of
claims from the channel. CDM has given Acer best control of the stock are, do we ship in more or do we reduce what we are
business in this area. Zyme is essentially delivering the data Acer shipping? We are really in control of channel data.
needed to drive the channel element of its business forward.
For Acer, the collaboration with Zyme was invaluable. The
In terms of the features that Zyme oers it's given us the extra partnership between the companies oers the resources and the
resources to assure us that the data quality is there that team is exibility to handle any issues which may arise and enables Acer
basically an extension of my own team, comments Boeker. I to act quickly - making sure it has the correct data it really needs.
think in terms of examples of where Zyme can really help Acer, it's
probably more about looking at how past issues can now be
avoided.
Since 2012 Acer has introduced regular reviews on channel sales Going forward, Acer has additional plans for how data provided
as part of its business planning process and reviews. As a result, through Zyme will be utilised. Exploring how we can loop
the business had to be sure that the data collected and analysed customers into the data cycle is our next challenge, Boeker
was a single point of truth. Now, with 500 partners reporting in to explains. Equally important is working with our distributors to
the environment Acer is now processing 400,000 lines of data a agree joint initiatives on how best to prevent, or handle, aged
week, and has visibility of the previous week's gures by early the stock.
following week. In fact, the complexities behind making this
happen actually make it practically impossible to truly understand
just how intelligent the process is, according to Boeker.

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