Metrix for Consumer GoodsMetrix for Consumer Goods:sell-out and coverage in natural language
The report requested on Monday arrives on Wednesday and the promotion gets evaluated two weeks late. Metrix brings your ERP, pre-sales system, WMS and Nielsen/IRI panels under one semantic layer that speaks the CPG language, and answers the sales director on WhatsApp, in seconds, with the detail that backs up the figure.
How do you query a CPG company's sell-out in natural language?
You query sell-out in natural language by connecting a conversational business intelligence agent to the sources the company already has (ERP, pre-sales system, WMS, retail execution and Nielsen/IRI panels) under a semantic layer that speaks the language of the CPG business: the sales director types "how is beer sell-out tracking this month?" on WhatsApp and the answer arrives in seconds, as a real query to the systems, with the breakdown by region, channel and SKU that backs it up.
It's worth clarifying the term: here, conversational BI means ask your data (business questions in natural language about your own systems), not call analytics in a contact center. Metrix, the BI agent in the Vantegrate Suite, understands English and Spanish, slang included ("what's up with stock at the south warehouse?"), doesn't make up figures and logs every query for audit, with role-based permissions.
The full picture of the sector (the five agents applied to manufacturers, distributors and FMCG brands) is on the Consumer Goods page.
The data pain points in a CPG operation
We gathered them in dozens of conversations with sales managers, trade marketing leads and CEOs at companies in the sector.
Monday's report arrives on Wednesday
The sales director asks for a number and the team takes two days to put it together. By the time it arrives, the sales week has already played out and the question has changed.
Every department has its own sales number
Sales looks at sell-in from the ERP, trade looks at the panel, finance looks at what was invoiced. The meeting starts with an argument over which number is right before anything gets decided.
The regional manager decides blind
When they're with a customer or out walking the channel, they have no live data: not the region's coverage, not stockouts, not month-to-date progress against target.
The promotion is evaluated two weeks late
The promotion's ROI arrives when nothing can be adjusted anymore. Every trade cycle closes without knowing in time what drove sales and what was money burned.
How Metrix solves it in Consumer Goods
The agent's capabilities, mapped to the vertical's pain points: every answer is a real query to your systems, not a generic AI estimate.
No waiting for the report
Sell-out on WhatsApp in seconds
"How is beer sell-out tracking this month?" gets answered in seconds, with the detail that backs it up: region, channel, SKU and comparison against last year.
A single source of truth
A semantic layer that speaks CPG
Sell-in, sell-out, effective coverage, drop size and fill rate defined once for the whole organization. Sales, trade and finance stop arguing about the number and start arguing about the decision.
No migration
ERP, pre-sales and Nielsen/IRI connected
It plugs into the stack you already have: ERP (SAP, Oracle, Dynamics, Tango), pre-sales system, WMS, retail execution and Nielsen/IRI panels, without replacing anything or migrating data.
Coverage and stockouts
Alerts when a KPI drops below threshold
Effective coverage falling in a region, fill rate below the OTIF commitment, sell-out stalling, a SKU out of stock at a DC: the alert reaches the person in charge before the month closes.
Promotions on time
Promotion ROI and true margin
Answers the ROI of the Easter promotion and, with the chains' settlements processed by Arconte, the effective margin by customer and by SKU after deductions, with same-day data.
English and Spanish
Understands how your team talks
"How's the month going?", "give me the top 10 customers", "which regions are slow?": it understands slang and your business's own vocabulary, in English or Spanish, from WhatsApp, Slack, Teams or the web.
A Tuesday at 7:45 AM with the sales director
The full flow for the most frequent decision in CPG: adjusting the promotion and coverage before the month slips away.
Tuesday 7:45 AM
The question from the car
The sales director at a beverage company types on WhatsApp on the way to the office: "how is beer sell-out tracking this month?". Metrix answers in seconds, with no analyst in between.
7:46 AM
The figure with the detail that backs it up
The answer comes in against last year and against target, with the breakdown by channel. It's a real query to the ERP and the pre-sales system, calculated the same way for the whole organization.
7:48 AM
Drill-down: the slow regions
The conversation continues: "which regions are slow?". The Cuyo region has been losing coverage three weeks straight: the data point the monthly report would have shown too late.
7:52 AM
Promotion ROI, mid-promotion
The director asks about the month's promotion and the answer is clear: the 3-for-2 beer deal pulls in HORECA but not in mom-and-pop stores. That same week, trade investment is redirected to the channel that responds.
8:30 AM
The sales meeting with a single number
The 8:30 meeting starts with everyone looking at the same figure from the same semantic layer. The discussion is what to do about Cuyo and the promotion, not which number is right.
A promotion that used to be evaluated two weeks late was adjusted within the same week, and one region's drop in coverage was caught before the competition took it over. Same systems, same team: what changed is who can ask and when.
The traditional BI gap, by the numbers
Why dashboards don't reach the regional manager and how the conversational channel widens who makes decisions with data.
25-35%
Of employees actively use traditional BI: the rest of the licenses sit underused
Source: Gartner (2019); BARC (2022)
85%
Of companies are already experimenting with AI agents, but only 5% have taken them to production
Source: Cisco, survey of its major enterprise customers (2026)
72%
Median open rate of WhatsApp campaigns per brand: the coverage alert gets seen out in the field, not in an inbox
Public benchmarks for the category, not our own results: every Metrix implementation is measured against a baseline agreed with the customer (query adoption by role, time to answer, metric coverage in the semantic layer).
Secure AI agents that work with your data
Metrix queries sales, margins and commercial terms by customer: the most sensitive information in a CPG operation. That's why it runs 100% on Salesforce and Oracle Cloud Infrastructure, with those platforms' SOC 2 Type II and ISO 27001 certifications, role-based permissions and an audit trail for every query. We don't claim anyone else's certifications: Vantegrate enables, the customer operates and certifies.
Frequently asked questions about Metrix for Consumer Goods
What questions does Metrix answer at a Consumer Goods company?
What questions does Metrix answer at a Consumer Goods company?
Each role's questions, in their own words: senior management asks how the month closed and which categories are driving growth; the sales director, which regions are slow, who the top pre-sales reps are and national effective coverage; trade marketing, the promotion's ROI and share of shelf by chain; supply chain, the week's fill rate and the SKUs out of stock; finance, DSO by region and collections against budget. Every answer is a real query, with conversational drill-down.
What is a semantic layer and why does it matter in CPG?
What is a semantic layer and why does it matter in CPG?
It's the layer where each metric is defined once for the whole organization: what counts as sell-out, what base effective coverage is measured against, how margin after deductions is calculated. Without it, sales, trade and finance report different numbers for the same month and the meeting goes into reconciling spreadsheets. Metrix builds that layer on top of your sources and every answer comes from there: a single source of truth on any channel.
Does Metrix make up data like a generic AI?
Does Metrix make up data like a generic AI?
No. Metrix translates the question into a real query that runs against your ERP, your pre-sales system or your warehouse, and shows the result with the source, period and calculation logic visible. If the question is ambiguous ("sell-out for which channel?"), it asks for clarification before answering. That's the difference from ChatGPT or a generic AI, which has no access to your data and can hallucinate a figure when it doesn't know it.
How long does a Metrix implementation take at a CPG company?
How long does a Metrix implementation take at a CPG company?
The typical full rollout takes 6 to 8 weeks: discovery of sources and metrics, building the semantic layer and permissions, validation with pilot users and rollout by department. The first production use case (for example, sell-out and coverage for the sales leadership) is usually live within 2 to 4 weeks. The permissions and security model is on our security page.
Your next launch gets measured the same day, not at month-end
Tell us which reports your sales leadership asks for and how long they take to arrive, and we'll show you how Metrix would answer them on top of your own ERP and pre-sales system. A 30-minute conversation, no commitment.
Francisco Morales, co-founder, takes your call. We reply on WhatsApp within 4 business hours, no strings attached.
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