Case Study: British American Tobacco achieves 100% data accuracy and improved demand forecasting with KCI Computing’s CONTROL

Capitalizing on CONTROL’s Extensibility in the Middle East

British American Tobacco Middle East & North Africa (BAT ME&NA) faced fragmented, Excel-based data across 19 markets, with finance and marketing teams working from conflicting figures that made consolidation and accurate forecasting labor-intensive and error-prone. To address these challenges, BAT selected KCI Computing’s CONTROL corporate performance management (CPM) application as a single source of truth for financial, sales and strategic planning.

KCI Computing implemented CONTROL (in under six months) to centralize historical sales data, run scenario modeling, and support budgeting, rolling forecasts and strategic planning. As a result, KCI Computing’s CONTROL delivered 100% data accuracy, cut budget cycle times by more than a week, enabled continuous 24‑month rolling forecasts, reduced manual consolidation work, strengthened scenario planning, and improved customer-demand forecasting and supply‑chain efficiency.

British American Tobacco

Adheesh Budree

Marketing Information Executive