The Consumer Packaged Goods (CPG) industry is on the verge of massive global growth. But capturing these new dollars will be a complex undertaking. It will not come merely from geographical expansion. With intense competition and new ways of doing business, CPG companies will need to use data and analytics in new ways to reach the right consumers with the right products at the right time.
Doing so will require a deep understanding of the markets at a very granular level. Given that each growth market is actually comprised of many unique micro-markets, identifying the right assortments and promotions requires a comprehensive understanding based on many sources of data, both internal and external, offline and online, coming in batches and in real-time.
What’s needed is a Demand Signal Repository with Analytical and visualization capabilities. Likewise, evaluating the right promotions mix, sales lift and ROI for promotional tactics requires a rare mix of data warehousing skills, business problem and data intimacy, and analytical tools and experience.