The days of spreadsheets and 18-month planning calendars are history. Effective trade promotion strategies now demand a cross-functional, 360-degree understanding of consumer behavior. Here are 9 steps CPGs must take to get there.
Analytics technologies are advancing at a rapid pace, while a broader range of data sources offer the potential for unprecedented new insights into every aspect of the business — most especially the all-important consumer.
In a fast-evolving, increasingly data-driven marketplace, consumer goods companies and retailers must progress along the maturity curve in traditional analytics practices even as the number of business areas that require analytics expertise continues to explode.