Vantage Point

Will the California Consumer Privacy Act impact your business next year? Now's the time to find out.

Chief marketing officers must free themselves from organizational shackles and devote more time to creating new relevance at scale.

However exhilarating, advertising creative is a means to an end. Real marketing success is a story told in numbers. But which numbers matter most today? 

By shifting from modeling to an AI-infused, data-driven approach to planning, consumer brands can innovate faster and, eventually, be able to predict category and shopper trends.

To stay close to retail accounts and ahead of the competition, savvy CPGs are adopting a cyclical execution framework that centralizes integral data sources into a single system.

The rapid expansion of blockchain is making it easier for business analysts to achieve operational efficiencies, create added value for their companies and enhance the customer experience.  

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.

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

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.

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