Analyze This

For a lot of people the word "analysis" conjures images of a college professor at a lectern blathering on about some sort of problem that can be solved mathematically. Others might imagine a couch and a Freudian figure taking notes. In the CG industry, analysis means business intelligence.Analytics enable companies to make more strategic decisions; wiser choices. (Hmm, I wonder if these technologies can be used for relationships too. I wouldn't mind some hard data that provides insight on whether or not I should accept my next date invite -- not the psychological and personality testing that's out there, but real facts.) We all know there is an abundance of data out there, but if it can't be integrated, or we can't get it on time and in a way that is actionable, the data is useless. Inside you will find a variety of case studies that illustrate the way CG companies leverage analytics -- Levelor,PARADEmagazine, Reser's Fine Foods,SONAX,Stonefly and Stiefel Laboratories -- a mix that represents packaged goods, media, food, apparel and OTC products. Our cover story this month features Softsheen-Carson, a division of L'Oreal, whose mission is to: "Inspire beauty through innovation for people of color."With its rich history, this company faces some unique challenges around obtaining data.

 

Don't forget,next month is our first big event of the year -- the Consumer Goods Sales & Marketing Summit -- in New York City. If you operate in either function, this event is for you. Be sure to attend. Check out the agenda on our Web site or e-mail me for information: [email protected].

Lori Castle, Editor