Let me put the pieces out there first, before i un-puzzle it for you.
1. Macroeconomic indicators for various countries are generally available to the public.
2. Usable data available in a public domain keeps growing at a massive pace
3. Forecasts in the company are calculated usually based on historic data with corrections for promotional campaigns.
4. Macroeconomic indicators, affect both the demand and the supply side of the supply chain.
Now add these pieces together – what you get is a product that uses big data available in the public domain to churn out information that would effectively improve your demand and supply planning – thereby increasing the forecast accuracy and makes you better prepared for supply side shocks. Is there a product out there which does this?