Microsoft

While most of today's consumer goods brands are all-in on growing digital sales, things are a bit trickier for the alcohol beverage category. A recent webinar with two Diageo e-commerce leaders explored how the brand has managed to make massive e-commerce gains despite today's antiquated and often complicated laws.

While manufacturers are increasingly adopting digital capabilities, they must consider using data and analytics to build resilience. Here are few critical factors that they need to consider as they progress their data and analytics capabilities to keep up with uncertainties.