Vantage Point

Without true management, is trade promotion management dead?

Consumer expectations for seamless omnichannel experiences are becoming much more sophisticated. Consumer goods companies need to follow suit.

With advances in artificial intelligence and machine learning, there’s no reason not to personalize — unless you actually want to imperil your brand's business. 

The realities of bringing two distinct organizations together means bringing together unique systems and data configurations.

Given that Amazon is extremely shopper-focused and has shown tremendous resilience in placing big bets, consumer goods manufacturers don’t have a choice.

With consumers no longer distinguishing between their online and offline activity, CPG marketers must connect the dots across touch points to build integrated buyer profiles.