In this digital age, consumers are more demanding and, with e-commerce as a major competitor, empty store shelves are a no-go. By focusing on external data that involves the world around you, organizations are a huge step closer to a more consumer-oriented supply chain. External information gives you the opportunity to create a 360-view of your own company and the economy you operate in. And, it gives you the ability to discover where you can add value to your business. Starting with the point-of-view of the customer, you can optimize your entire supply chain.