Molson Coors needed higher visibility into store sales and in-store conditions. However, teams faced the following challenge: Syndicated POS data for beer was available in only two of the 10 Canadian provinces, covering less than 15% of the national industry volume. Sales teams had no clear answers to crucial questions: What brands see more sales uplift when on display? Is brand blocking more important than having the right adjacency? Is eye-level placement equally relevant across brands or pack types? Moreover, the accuracy and efficiency of manual in-store execution reports by sales reps were low: Only three KPIs were available through this approach, and tracking new KPIs meant rewriting surveys. Besides, due to the self-reporting nature of the surveys, the data was not always objective or accurate. As a result, the process of assessing the performance of sales reps and compensating them accordingly was cumbersome.