Consumer Analytics

Brands are increasingly leveraging data to inform personalization in digital marketing, but they run into challenges. This is because data science capabilities are required, whereby collecting, organizing, and analyzing data is a holistic process instead of just a means to an end. How can you get those valuable, predictive insights?

Many consumers know what PepsiCo is, and what it does, but they may not know why they do it. According to Jeff Swearingen, SVP-Demand Accelerator, PepLabs & GBS, “What I would tell them is that at PepsiCo, we really exist to create smiles.” Here, he tells CGT why.

Traditional macroeconomic data points may be interesting when it comes to exploring the impact of the pandemic, but they’re just not timely enough to drive real business decisions. If you’re not looking at things like weather patterns and population shifts — not to mention vacation home real estate bursts — you’re losing out to the CGs that are.

Retailers and CGs are deploying AI/ML solutions to aid in supply chain efforts at increasing rates. Explore this Targeted Research report to discover where the competition is placing big tech bets and to benchmark your supply chain of the future roadmap.

Samsonite has selected a consumer experience solution to optimize checkout and gain a greater analysis of its consumers’ digital journeys.

Sophisticated technology such as data science and AI are proving to be a key ally in helping the CPG category both work through the pandemic, but also game plan for the post-pandemic period as well.

We dug into the technologies, tools and tricks of today's successful DTC brands (and those new to DTC), including what makes the digital natives just so special. Read on for an edited transcript and all of the presentation slides, and learn why done is better than perfect, but personal wins all.