Demand signal repository (DSR) is a centralized database that stores, harmonizes and normalizes data attributes and organizes large volumes of demand data—such as point-of-sale (POS) data, wholesaler data, electronic data interchange (EDI) 852 and 867, inventory movement, promotional data and customer loyalty data for use by decision support technologies (category management, account team joint value creation, shopper insight analysis, demand planning forecast improvement, inventory deployment, replenishment and transportation planning). At the enterprise level, DSRs can become the foundation for a comprehensive information architecture strategy, driving an array of demand and supply-related predictive analytic applications and processes. The definition will continue to evolve as additional sources of demand data become available (i.e., social media mining and the emergence of the digital-mobile consumer).