With good reason, CPG companies are turning to technology to improve the management and performance of their trade investment. Simply relying on the manual compiling and analysis of data is error-prone and ineffective. Even when done on spreadsheets or with custom calculators, processes are often...
When it comes to using the mounds of incoming data to improve performance and increase revenue, Netflix has proven that they know what they're doing. They’ve become so adept at using data to develop and market their product that they can practically guarantee themselves success. In an article...
Whether it is P&G’s recent announcement to cut $200M from their marketing spend, Nestlé’s decision to take a “timeout” from trying to boost organic sales, or Unilever’s notice that it will divest its margarine and spreads business, executive-level decision making for Consumer Goods leaders must...
The Consumer Goods sector is a space where large investments and high volatility often result in grand shifts in the name of effectiveness and profitability. Industry giants like Unilever, Coca-Cola, and Nestle have recently announced reorganization and re-strategizing to spur growth and cost...
The demand for Consumer Goods companies to use data to influence strategy and decision making increases as the pressure to create sustainable growth rises. However, many companies fail to reach their full potential, particularly in the area of trade promotion optimization, due to the manner in...
In a move that reflects a growing trend in the Consumer Goods industry, the Wall Street Journal reports Coca-Cola announcing IT will now report directly to the CEO. While there is no question that technology is taking a more relevant position in managing data, automating processes, and fostering...
Despite advances in Trade Promotion management and optimization solutions, many CPG companies still rely on inefficient and error-prone practices including manual data compilation, spreadsheet dependency, and redundant processes. This prevents companies from achieving optimal efficiency and...
In part 1 of this two-part series, we identified some of the common struggles of trade promotion practices that lead to under performance of trade investment, and what capabilities will help companies diagnose the areas that are the most in need of attention. In part 2, we move this insight to...
This is the first in a two-part series discussing the practical capabilities that CPG companies need to have to create and maintain a healthy and growth-focused trade promotion investment. Part 1 focuses on the need for a trade promotions’ checkup driven by analytical insight.
Dirty data runs rampant in the CPG industry and many CPG companies see the cleanliness and integrity of their data as an obstacle towards gaining analytical insight. However, companies don’t need to view their unclean data with fear when moving from a transactional process to an analytical...