Consumer Analytics

Beauty brand KISS has extended its partnership with IRI to help it stay at the forefront of today’s evolving consumer beauty trends.

Brands are increasingly leveraging data to inform personalization in digital marketing, but they run into challenges. This is because data science capabilities are required, whereby collecting, organizing, and analyzing data is a holistic process instead of just a means to an end. How can you get those valuable, predictive insights?

With the marketing landscape becoming more complex and brands requiring sharper insights to navigate this terrain, marketing mix modeling needs to evolve in order to offer brands reliable and robust decision-making support. Here's how.

With today’s channel and media fragmentation, consumer goods brands can’t rely on gut instincts to get their marketing mixes right. And as these channels grow (and budgets shrink), properly leveraging the power of analytics is what’s separating the winners from the losers.

Many consumers know what PepsiCo is, and what it does, but they may not know why they do it. According to Jeff Swearingen, SVP-Demand Accelerator, PepLabs & GBS, “What I would tell them is that at PepsiCo, we really exist to create smiles.” Here, he tells CGT why.

Ocean Spray’s Jamie Head, David's Bridal’s Lizzy Ellingson, and Forrester Research’s Brendan Witcher debate five tech-powered strategies that will deliver success if delivered effectively. Hear what they had to say.

Traditional macroeconomic data points may be interesting when it comes to exploring the impact of the pandemic, but they’re just not timely enough to drive real business decisions. If you’re not looking at things like weather patterns and population shifts — not to mention vacation home real estate bursts — you’re losing out to the CGs that are.

While many consumer goods companies feel an added pressure to pivot to direct-to-consumer, they must first take a step back and treat it as a new business model. CGT explores why in this Q&A.