As consumer goods (CG) manufacturers strive to become more demand driven, the ability to capture and leverage actual demand signals is critical. Companies that are able to take advantage of newly-available demand data, including direct-from-retailer point-of-sale (POS), EPC and loyalty card data will absolutely have an advantage over those that don't. This task, however, is no small feat and only a small number of companies have actually built the capability to do so. 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Companies that are able to take advantage of newly-available demand data, including direct-from-retailer point-of-sale (POS), EPC and loyalty card data will absolutely have an advantage over those that don't. This task, however, is no small feat and only a small number of companies have actually built the capability to do so. 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