Sena delivers what consumers in each market chose and what would move them.
A finance team that has consolidated every internal system still faces three questions its own records leave open. Each one decides where a number is heading, which is what a bearing means here.
Bringing the ledger, the sales file, the price book, and the plan into one platform removes the reconciliation problem and leaves the coverage problem in place. Every source describes a transaction the company was party to.
A figure trending upward reads as a direction. A trend is a sequence of closed periods, and the mechanism that produced it can reverse in a quarter the series has yet to record.
A group platform reports the way the entity is organized, so markets roll into regions. Two countries moving in opposite directions produce a stable regional line, and the platform is accurate at the level that conceals the movement.
Sena is the consumer input a finance platform has zero sources for: recorded purchase, the reason behind it, and the size of a change, market by market.
The purchase itself covers items the company sells zero of, which gives lost share somewhere to go.
The same shopper states what settled the choice, so a movement arrives with a cause.
Market and capture week sit on every figure, so a consolidated line breaks into the countries under it.
A financial intelligence platform brings a finance team's numbers into one place and reports them against each other: actuals against plan, margin against item, cash against cycle, and market against market.
| Output | What it settles | Where it goes wrong |
|---|---|---|
| Market purchase | What consumers bought, per market. | Approximated from shipment data. |
| The reason | Why the choice was made. | Inferred from price and promotion. |
| Competitive position | What the alternative was. | Absent from internal records. |
| Change response | How many shoppers would move. | Modelled from historical elasticity. |
The bearing arrives from four collected inputs, delivered per market into the platform already running.
| Input | What it answers |
|---|---|
| Receipts | What was bought, at what price, in which market. |
| Store captures | The competing set standing there at the point of sale. |
| Geo-verified photos | The shelf as it stood, dated and placed. |
| Stated preference | What decided the purchase, and what would reverse the decision. |
The finance team's own numbers stay where they are. Ledger extracts, the sales file, price records, and the planning model connect through 250+ integrations, so an internal figure and an external one report on the same line.
Three questions sit outside any consolidation, however complete.
Real people share what they buy and prefer, under explicit consent. Sena captures it directly at the source, so every figure traces back to where it came from whenever a number comes under question.
Every answer arrives with its market and its capture week, which is the property that lets an external figure sit beside an audited internal one.
Company units read against category units, so a flat line separates from a flat market.
A movement opens onto the shoppers who state what caused it.
Stated response sizes how many shoppers would move back and under what condition.
The competitor's transactions and the shopper's reason appear in zero rows such a platform can reach. Sena delivers the other side: purchase recorded from outside the company, the reason behind it, and the size of a change, each carrying its market and its week.
Selection and amount paid enter as one record, covering items the company itself sells zero of.
Images from real outlets establish the competing set on the shelf, so measured demand replaces an availability assumption.
Signal arrives from the consumer network under explicit consent. A choice is explained by whoever made it.
Ledger extracts, the sales file, price records, and the planning model connect over 250+ integrations, so external and internal figures report together.
Market, week, and source shoppers are attached to each figure, so an external number withstands the questions an audited one meets.
Prior reporting cycles beside sales history and price records, scan by scan.
Four teams work off the same consolidated platform, and each one needs a different part of the market half.
The consolidated platform. Needs an external source it can join.
The market argument. Needs competitive position per market.
The consolidated line. Needs the moving country identified.
The external narrative. Needs a market claim that traces to evidence.
The same market half, set against whatever each industry counts position in.
Category units against company units, market by market.
Occasion standing, set against the formats on the shelf.
Own-label standing, set against the category in the market.
Provider switching, set against the category total.
One mechanism, delivered per market into the platform already running. Each step is documented, which is what lets an external figure enter a governed reporting model.
One consumer reports the purchase and the reason for it, which is what binds a state to its cause.
The read enters the platform already running over 250+ integrations, and the two sides report together.
A stated change becomes a per-market shopper count, which is the input a scenario runs on.
Most financial intelligence platforms are complete about the company and quiet about the market. Sena supplies the market half into the platform already in place.
| Capability area | Typical setup | Sena |
|---|---|---|
| Scope of sources | Systems the company owns. | The market the company sells in. |
| Competitive units | Absent by construction. | Recorded from the shopper. |
| The reason for a move | Inferred from price and promotion. | Stated by the shopper who moved. |
| Direction | Read off a trailing series. | Stated before the series records it. |
| Reporting level | Regions, as the entity is built. | Markets, as consumers buy. |
| A scenario | Historical elasticity. | Sized by stated response. |
| Evidence in a review | Lineage to a source row. | Lineage to the consumers themselves. |
Three questions a consolidated finance platform holds zero sources for.
Set company units against category units per market, so a flat line separates from a flat market.
Resolve a consolidated line into countries, so the movement is located ahead of being explained.
Trace an external market statement to the consumers behind it, ahead of putting it in front of investors.
A completed platform settles where a number is heading. The four decisions below are what a finance team runs around it.
Every finance decision Sena answers, in one place
The discipline this serves
Holds the measurement layer this platform reports through.
Explore financial analytics 02The process that commits
Turns what the platform reports into a committed number.
Explore financial planning and analysis 03Running to the figure
Manages delivery against the numbers this platform holds.
Explore financial performance management 04The cost side outside
Carries the same external read against what things cost.
Explore cost intelligenceThe walkthrough takes one revenue or share line from a real reporting pack, sets company units against category units in the markets inside it, and traces one movement to the consumers who caused it while the finance team watches.
Name the reporting line and the markets under it, and we will deliver the market half beside it.