Well Principled's S&OP software optimizes promo calendars, ad spend budgets and demand plans for consumer durables brands by merging academic business research into A.I. that truly understands consumer behavior. We have the world's most sophisticated model for understanding “multi-generation consumer durables,” as in, if I run a promo on the mid-range toaster, what will happen to sales of the low and high-end…on Black Friday, if we move 20% of Facebook to Radio, and Wal-Mart is stocked out, all at the same time? Our software allows enterprise brands to know which promos and ad spends to plan and organizes those plans in collaborative S&OP forecasting software.