Virtual Fireside Chat: Making the Most of Consumer Data
Effectively and strategically capturing, analyzing and leveraging consumer data is vital in today’s constantly evolving consumer marketplace. Connecting with shoppers is an even bigger priority now with the onset of COVID-19, bringing unprecedented and shifting demands.
That's why consumer goods companies must have their finger on the pulse of the end-user and leverage big-data insights throughout the organization if they are going to compete with the industry’s leaders.
This month, I caught up with three industry experts for a virtual roundtable interview: bringing together thought leaders with diverse backgrounds to discuss how to make the most of the data you already have, and how to make sure you have the data streams you truly need.
Here, we discuss the proper strategic approach to consumer data management as well as the technological prowess that will allow consumer goods companies to turn data into insight, and insight into action. View the series of short video interviews to find out what they had to say.
Tom Gregorchik works with customers and prospects on the value of the Kinaxis Platform RapidResponse across multiple industries. Here, we dive right into rapidly changing consumer sentiment. Gregorchik explains what's currently going on today, including what leading CG companies can do to leverage consumer data to improve planning and execution. We discuss how today's technology can help use all that available consumer data to plan synchronously and break down both internal and external silos.
Finally, we discuss some of the benefits Gegorchik has been seeing from CGs that are leveraging big data to plan consumer demand, and he closes out with some tips and best practices for CGs to get started on their journey to better leveraging that consumer data.
As head of FMCG solutions for Signals Analytics, Rigo Viezca tackles how CGs have shifted priorities in a post-COVID world and what trends he is seeing in consumer data as a result. He talks about how CG companies can develop a solid data and analytics foundation to start their journey to more actionable insight, including success stories of brands that are using AI-driven insights for speed and agility.
Finally, in this exclusive interview we tap into how CGs and retailers can collaborate when it comes to data, analytics and artificial intelligence, especially as they are more open to working together in order to meet new (and changing) customer expectations.
Ada Gil has over 10 years of experience in global and local marketing for industry-leading companies, including Coca-Cola and Unilever. Now a CPG product owner at AnswerRocket, Gil discusses the difference in a marketing manager's role today versus three to five years ago, and how it requires different technological support. Gil then explains the common pain points and missed opportunities that have surfaced with regards to handling consumer data.
She tells what CGs should do if they don't have a solid foundation of data or team of analysts to generate insights and taking a more proactive approach to data. Finally, she touches on how CG can work together with retailers to maximize their data.
