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Vantage Point

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

Packaged goods companies need to build a deeper level of interaction with consumers through personalized offerings and improved omnichannel experiences. An effectice product information management system can help.

A consumer goods industry now focused on building better shopping experiences shouldn’t underestimate the impact of delivering the right product, at the right price, on time.

In the post-digital era, hyper-personalized, instantaneous digital experiences will increasingly provide competitive advantage for consumer goods brands looking to deliver relevance at scale.

As private label penetration grows, national brands should consider unique loyalty-building programs

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.

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.  

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.

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.

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.”

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

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.

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

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

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

Transformational changes in consumer engagement, product development and fulfillment among beer makers provide a lesson for all consumer product manufacturers.

Consumer goods manufacturers shouldn't wait for Amazon to force them into implementing strategies for e-commerce-optimized packaging — because there are many benefits to the practice.

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