Amazon set the Internet aflutter when it announced its latest digital innovation the Dash Button. Major CPG companies like P&G, Clorox, Coca-Cola and Kraft are already on board with the e-commerce giant testing with Amazon Prime members. It is already being said that these in-home buttons could give big CPG players the 'leverage they've lacked in e-commerce.'
Most CG companies want a post-event analysis (PEA) capability to help them understand the effectiveness of their trade promotion spending. This viewpoint, based on extensive work with clients, discusses principles that successful CPG companies follow when building a sustainable PEA capability.
Within one year, Inu Treats began selling its pet products in multiple states but had a hard time keeping up with business growth. Vice President Dan Garrido knew that the young company needed more sophisticated technology to support decisions and improve productivity.