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Vantage Point

A collection of news, articles and other featured Vantage Point content.

If marketing messages can be individualized based on what we know about consumers, our media and measurement strategies should follow suit.

Brands need to understand the evolving definition of "convenience" and the nuanced trade-offs that consumers are willing to make in order to get it.

Brick-and-mortar retail is very much alive — and might help reimagine the advertising industry.

E-commerce is requiring CPGs to establish structured data houses that let them find information faster, remove waste and inefficiency, and tailor messaging for specific retailers.

AI-enabled tools will help trade promotion teams gain real-time, goal-based recommendations that will continuously improve over time.

To unlock the secrets behind successful small brands, big players should leverage machine learning and data science.

Brands must stop thinking about physical packaging as translatable to the digital environment and start thinking about the product detail page as their “digital package.”

Because they have the insights to make the business case for change, chief financial officers are uniquely positioned to drive the transformation that consumer goods companies need.

Artificial intelligence can help consumer goods companies better understand and engage with those increasingly elusive — but critically important — Millennials.

Artificial intelligence can help brands build a deeper understanding of consumer behavior to develop more strategic, intelligent promotions.

On the digital shelf, pack size can be used to improve brand perception, engagement and profit margins in more ways than are immediately obvious.

Rather than intensifying competition, brands and retailers should stay in their swim lanes and find ways to delight consumers together.

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