Downstream demand signals have been available in the retail world for some time now, but it has taken a while for suppliers to take full advantage of them. Mark Kremblewski, global business expert in demand planning with Procter & Gamble, likens the situation to the mining industry, which trades in deposits of both high- and low-grade ore. The latter type is more plentiful, but it's the first that offers the biggest payback from a better use of demand data in unpredictable situations.