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FMCG analytics in Power BI — sell-in, sell-out and trade spend in one view

Brisbane-based, operator-led reporting support for FMCG & consumer goods teams that need clearer KPIs, less manual reporting, and numbers the business can trust.

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Live FMCG & consumer goods dashboard preview

A working illustration of the reporting we typically build for FMCG & consumer goods clients in Brisbane and Queensland. Numbers are illustrative — yours land in the same layout once we connect your data sources.

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FMCG & Consumer Goods reporting in Brisbane and Queensland

Queensland FMCG businesses need fast visibility across sales, inventory, production, distribution, and margin without waiting for month-end clean-up.

The numbers that decide a FMCG and consumer goods week - DIFOT (delivered in full, on time), gross margin by SKU and sell-through rate - are produced by production schedules, WMS and ADP Payroll, which were bought at different times to solve different problems and were never meant to be read together. So they get reconciled by hand, and the answer arrives after the shift it was supposed to inform.

We connect those sources directly, agree what each metric counts before anyone builds a visual, and hand high-volume consumer goods teams reporting that refreshes on its own. The measure of success is that the meeting opens on what to do, not on whether the figures are right.

The meeting this is built for

The Monday commercial review. Sales has channel data from the CRM. Production has output from the ERP. Supply chain has fill rates from the WMS. Marketing has campaign spend from three platforms. The meeting loses twenty minutes reconciling numbers before anyone discusses what to do about the declining margin on the top SKU. This reporting is built so the commercial team sees sell-through, margin, and inventory position in one view - and the meeting focuses on pricing, promotion, and allocation decisions.

Who this reporting is built for

Commercial / Sales Director

Cares about
channel sell-through, margin by SKU, and promotional ROI
Frustrated by
sales data from multiple channels that never reconciles cleanly
Needs to decide
trade spend allocation, pricing, and channel mix

Operations / Production Manager

Cares about
production throughput, waste, and schedule adherence
Frustrated by
production vs demand visibility lag
Needs to decide
line scheduling, changeover priorities, and output targets

Supply Chain Manager

Cares about
inventory turns, fill rate, and distribution cost
Frustrated by
forecasting and inventory data across multiple systems
Needs to decide
replenishment strategy and supplier performance actions

Marketing Manager

Cares about
brand performance, campaign effectiveness, and shelf presence
Frustrated by
scattered market data and manual trade reporting
Needs to decide
promotional planning and marketing budget allocation

CFO / Finance Manager

Cares about
gross margin, trade terms impact, and working capital
Frustrated by
month-end packs that depend on manual sales and cost consolidation
Needs to decide
pricing, cost-to-serve, and capital deployment

National / Regional Sales Manager

Cares about
territory performance and customer profitability
Frustrated by
manual territory reporting and delayed sell-out data
Needs to decide
rep focus, account reviews, and distribution expansion

What's going wrong now

Operational and financial data live in different systems with different definitions.

The weekly review loses time reconciling numbers instead of making decisions.

One person carries the entire reporting load.

Issues are discovered after the reporting period closes, not during it.

Leadership cannot drill into the numbers without requesting a custom report.

What changes after this is built

The weekly review starts with one trusted view of performance - not a reconciliation exercise.
Managers see issues as they happen, not after the reporting period closes.
Finance and operations work from the same KPI definitions.
Month-end is calmer because reporting builds from the same source as daily operations.
One person no longer carries the entire reporting burden.

Common FMCG & consumer goods reporting problems

batch and run records and line performance data each hold part of the same answer and disagree on the total

Sell-through rate and rate of sale are calculated differently by finance and operations, and both are defended

Reporting still depends on Excel workbooks, manual checks and copied values

There is no clean single view by site, line, shift and asset

Review meetings lose time validating the data before the decision can start

Distribution and ranging by customer arrives after the window in which anyone could have acted on it

Too much of the reporting lives with one person, or in one undocumented workbook

Existing Power BI reports are slow, stale, or quietly not trusted

Managers cannot drill into a number without asking someone to rebuild the report

Assembling FMCG and consumer goods reporting takes longer than reviewing it does

Planned versus actual is weak across shifts, lines, sites and assets

Out-of-stock rate is visible per site but not comparable between them

We work with FMCG teams across Brisbane - Rocklea, Acacia Ridge, Wacol and Eagle Farm - and across Queensland.

What changes

What this work typically achieves

Reporting time cut by more than half in a typical engagement
Cycles that ran for days completed in one
A stack of spreadsheets replaced by one connected model

What that usually looks like in FMCG & Consumer Goods

Promotional performance measured against baseline rather than against last year
Sell-in and sell-out reconciled in one model instead of two spreadsheets
Stock cover and forecast accuracy reviewed on the same page as demand

What people notice day to day

Used in weekly operational reviews

Numbers no longer debated in meetings

Reporting no longer rebuilt manually each period

Book a reporting clarity call

You'll leave with a written action plan: speed issues, KPI drift, governance gaps, and a practical 30-day fix path.

Book a reporting clarity callOr ask a question first

Systems and data sources we connect

Reporting friction often starts because the right data sits across disconnected platforms. We connect the sources that matter for FMCG & consumer goods reporting.

ERP and finance platforms

SAP HANAother ERP platformsMicrosoft Dynamics 365NetSuiteMYOB AdvancedXero

Production and operations

production schedulesbatch and run recordsline performance dataquality and yield logsbespoke job systems

Supply and demand

WMS3PL service reportsdemand plans and forecast filespurchase ordersdispatch and delivery records

Workforce and cost

ADP Payrollrostering and time systemsstandard cost and BOM data

Data interfaces and files

SQL ServerCSV extractsExcel workbooksSharePoint listsAPI feeds

What we build for FMCG & consumer goods teams

Promotional evaluation dashboards

Every promotion measured against its own baseline, with volume, revenue, margin and trade spend on one line instead of four spreadsheets.

Sell-in versus sell-out reporting

What you shipped against what actually left the shelf, by customer and by SKU, so inventory sitting in the channel stops looking like demand.

Distribution and ranging visibility

Where each SKU is ranged, where it has been delisted, and where distribution gaps are costing volume.

Forecast accuracy and demand review

Accuracy tracked by SKU, customer and horizon, so the demand meeting argues about the exceptions rather than about whose number is right.

Trade spend and margin reporting

Trade spend as a share of gross sales, and gross margin by SKU and customer, on the same page as the volume it bought.

Service and supply dashboards

DIFOT, fill rate and stock cover by customer and DC, so a service conversation starts from the same numbers the customer is holding.

Key FMCG & consumer goods KPIs and decision metrics

Sell-out and channel

  • sell-in versus sell-out
  • sell-through rate
  • rate of sale
  • distribution and ranging by customer
  • out-of-stock rate

Supply and service

  • DIFOT (delivered in full, on time)
  • fill rate
  • forecast accuracy
  • stock cover in weeks
  • stock turns
  • ageing and write-off exposure

Commercial and margin

  • gross margin by SKU
  • trade spend as % of gross sales
  • promotional uplift against baseline
  • cost to serve by customer
  • net revenue by channel

What becomes easier after implementation

The value is not only in the dashboard or the data model. It is in what changes day to day once reporting stops being a source of friction.

Net revenue by channel, sell-in versus sell-out and sell-through rate available without anyone assembling them first
One agreed definition of rate of sale and distribution and ranging by customer, holding across finance, operations and leadership
Less time spent preparing, checking and explaining FMCG and consumer goods reporting
A calmer rhythm around the shift handover, the weekly production review and month-end
Problems visible early enough to act on, rather than explained afterwards
Less dependence on one analyst, one workbook, or one undocumented process

Why Roar Data for FMCG & consumer goods reporting

Queensland FMCG businesses need fast visibility across sales, inventory, production, distribution, and margin without waiting for month-end clean-up.

That is the environment the reporting has to survive, so we build it around how high-volume consumer goods teams actually work - what gets asked in the meeting, what has to reconcile, and what breaks when one person is on leave.

We are Brisbane-based and work across Queensland and the rest of Australia. For FMCG & consumer goods that matters less for proximity than for availability: someone who will sit in the review where the numbers get argued about, rather than only in the handover.

The test is whether the reporting still gets opened six months later without us. If it needs a specialist to maintain, it was built wrong.

FMCG & Consumer Goods reporting FAQs

Which systems can you connect Power BI to for FMCG and consumer goods reporting?
The ones you already run. For FMCG and consumer goods reporting that usually starts with ERP and finance platforms - other ERP platforms, Microsoft Dynamics 365, NetSuite and MYOB Advanced - alongside production and operations, supply and demand, workforce and cost, data interfaces and files. Where a system has no usable API we work from scheduled extracts.
Which FMCG and consumer goods reporting metrics do you model first?
We start with the numbers already argued about in your meetings, which for FMCG and consumer goods reporting generally fall into sell-out and channel, supply and service, commercial and margin. That means agreeing exactly what forecast accuracy, stock cover in weeks, stock turns, ageing and write-off exposure and gross margin by SKU count, before anyone builds a visual. Two teams using one word for two different calculations is why most reporting quietly stops being trusted.
Can you fix an existing FMCG and consumer goods Power BI setup rather than rebuild it?
Often, yes. We review the model, the DAX and the refresh design, then say honestly which it is. A FMCG and consumer goods report that is slow because of one badly shaped relationship is a repair; one built on assumptions that no longer hold is cheaper to rebuild than to keep patching.
Can you report across multiple sites?
Yes - comparing across sites, lines, shifts and assets is one of the more common reasons high-volume consumer goods teams call us. The hard part is never the visuals, it is making each one measure the same thing so the comparison means something.
Do you need to understand FMCG and consumer goods reporting to build it?
Enough to ask the right questions. Queensland FMCG businesses need fast visibility across sales, inventory, production, distribution, and margin without waiting for month-end clean-up. Reporting that ignores that produces technically correct dashboards nobody opens, so we start in your meetings rather than in Power BI.

Talk through your FMCG & consumer goods reporting

If your reporting still depends on manual work, spreadsheet fixes, or numbers people do not fully trust, we can map out a practical way forward.

Book a reporting clarity callOr ask a question first
Call Brisbane reporting supportWhatsAppEmail us
You'll leave with a written action plan: speed issues, KPI drift, governance gaps, and a practical 30-day fix path.

Our services

Power BI Consulting

Roar Data helps Australian organisations eliminate spreadsheet reporting, unify fragmented systems and deliver real-time executive, financial and operational dashboards using Microsoft Power BI.

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Power BI Managed Services

Ensure your dashboards stay accurate, secure and performance-ready with proactive Power BI monitoring, optimisation and continuous improvement.

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Power BI Training Brisbane

Practical Power BI training for Brisbane teams that need reports to be maintainable, commercially useful, and easier to run day to day.

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