Big Data Meets Trade Promotions

Driving better ROI from trade promotions is an increasingly critical business priority for consumer goods companies. Slowly but surely, the CG industry is getting smarter about using technology to study POS data, inventory movements and other traditional customer demand signals. But today, that information is just part of the story. That is because consumers are flocking to social media to talk about products and brands. Increasingly, the secret to running a successful trade promotion will lie in integrating the rich data available across traditional TPM systems with real-time social data streams that provide CG companies direct insight into consumer mindsets.