There are many variations of supply chain "visibility," ranging across multiple functions both inside and outside the organization. Greg Aimi, research director with AMR Research, offers a comprehensive definition of the word, and reviews the progress that companies have made toward achieving true visibility of their goods, all the way from plant to the consumer. In the process, they face a number of challenges, including the determination of how much data they really need to manage product flow. Information must be timely, complete and of sufficiently high quality. An effective reporting system can help companies to keep a lid on inventory levels, while preventing them from being inundated by data. [Run Time (Min): 12:12]