How do you succeed in a marketplace where the rules of engagement with consumers, retailers and more-nimble new competitors have changed dramatically? Based on the discussions held in June at the Consumer Goods Sales & Marketing Summit, “Innovation” might be the one-word answer.
Wholesale business transformation is required for CGs to remain relevant in a marketplace that’s now driven more by consumers than brands or retailers. And digital tools and technologies are the only logical way to achieve that.
Perhaps the most daunting challenge about data & analytics is ﬁnding those “unicorn” interpreters: the executives who can look at the data, see an insight, and then be able to clearly explain it to upper management.