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Vantage Point

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

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.

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.

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.

As the consumer goods industry continues to undergo significant disruption in 2019, here are three trends set to dominate the year.

When it comes to New Year resolutions, consumer goods companies must remember that their business data needs to get healthier, too.

The Network of Executive Women's CEO recommends eliminating #MeToo harassment through transparency and tracking.

An authentic brand purpose will be critical for building loyalty among modern, proactive "prosumers."

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