Consumer Analytics

Marketing in the Real World: How Mattel Gave Barbie a Digital Makeover
When COVID-19 hit, Mattel had to completely scrap most of its marketing plans. Rather than trying to sell a product, it pivoted to provide entertainment, teachable moments and comfort for kids.
CG Brands May Bring Joy Back to Marketing in 2021
If 2020 was the year of learning to market during a hurricane, then 2021 may shape up as the year of giving back and reconnection for consumer goods and retail marketers — and perhaps a moment to not be so serious all the time.

Procter & Gamble Chief Brand Officer Urges CGs to ‘Step Up. Take a Stand.’

This last year has been disruptive to say the least, but P&G’s Marc Pritchard tells CES viewers that reinvention is the path forward, along with constructive disruption.
‘Everybody Wins’: Inside Wolverine Worldwide's Digital Product Testing and Consumer Data Strategy

Wolverine World Wide, the $2 billion-plus footwear and apparel company that includes a dozen brands in its portfolio, is marrying consumer data with digital product testing in order to navigate today’s rocky landscape.
Why Data Cleanup Is In Many CG Brands' 2021 Outlook

A look at how today's new digital reality — and the need to adopt new tools to remain competitive — will impact manufacturers’ 2021 plans.
2021 Consumer Goods Predictions: Today's Thought Leaders Weigh In

To get a sense of what the industry can expect in the new year, we collected insight from a host of CG experts.
Sales and Marketing Strategies That Begin and End With the Consumer

The 17th annual Consumer Goods Sales & Marketing Summit dove into consumer-obsessed innovation strategies, technologies, insights and more.
It’s Time for CGs to Embrace AI-Enabled Customer Support and Engagement

In addition to messaging capabilities, CG companies should be investing in AI tools such as chatbots to automate many of the consumer interactions.
PepsiCo Brand Enhances Direct-to-Consumer Shopping Experience

Frito-Lay addresses consumer desires for convenience and customization through an innovative approach on its Snacks.com website.
Panic Buying Prep: A Case Study in Customer Centricity

In the face of another prospective round of panic buying, we spoke with a leading pet care and supply company to learn how they worked backwards in order to implement new business decisions fueling agility.

Marketing in the Real World: How Mattel Gave Barbie a Digital Makeover

CG Brands May Bring Joy Back to Marketing in 2021

Procter & Gamble Chief Brand Officer Urges CGs to ‘Step Up. Take a Stand.’

‘Everybody Wins’: Inside Wolverine Worldwide's Digital Product Testing and Consumer Data Strategy

Why Data Cleanup Is In Many CG Brands' 2021 Outlook

2021 Consumer Goods Predictions: Today's Thought Leaders Weigh In

Sales and Marketing Strategies That Begin and End With the Consumer

It’s Time for CGs to Embrace AI-Enabled Customer Support and Engagement

PepsiCo Brand Enhances Direct-to-Consumer Shopping Experience

Panic Buying Prep: A Case Study in Customer Centricity