CPGs, Can You Handle the Truth? Meeting the SCV Challenge No one doubts the importance for brands to truly know and understand their consumers. But knowing how best to do this is easier said than done. Plus, it’s often difficult to face the marketing problems associated with insufficient or sketchy data, so the underlying problem is sometimes ignored. This week, we will look at how consumer packaged goods (CPG) companies use data to better understand consumers to drive greater relevance and loyalty. Hint: It involves four steps to achieving something we’ve discussed here before: getting a Sin ..read more

How CPG Brands Can Master the Art of Decision-making With Connected Data Businesses face unpredictability constantly, and much of it out of their control. You might not be able to change what’s happening, but you can change how you react to it, and the decisions you make. This is how host David McCarty, a CPG industry consultant, kicked off the webinar, “Mastering the Art of Decision-Making with Connected Data and Accessible Insights.” Joining McCarty on the webinar was a panel of CPG experts, including Justin Honaman, head of worldwide CPG and retail GTM at AWS, Greg Bistany, global Director ..read more

Connected CX: Defining the New Customer Era with Data Consumer expectations, behaviors, attitudes, and loyalty are continually in flux, causing companies to rethink what it means to be consumer centric. The big question is: how can companies with millions of customers, thousands of employees, and hundreds of systems, understand what it takes to deliver connected customer experiences? Understanding Where It Started It’s essential to be clear on what’s driving many of the challenges facing companies today. Digital disruption is all around us. Soaring consumer expectations, new entrants in the m ..read more

CDP Use Cases: Unlock Your CPG’s Growth Potential with Customer Data Empowered consumers are changing the consumer packaged goods (CPG) landscape. Gone are the days when CPG companies could rely on retailers to bring in sales and mediate relationships between brands and customers. Now, consumers demand personalized experiences,  as well as more opportunities to curate, co-create, and navigate their own customer journey. They’re also taking more control of their data by maintaining the ability to turn on and off ad blockers, location services, and other attempts to get their attention. Co ..read more

CPG Brands and the Rising Cost of Living The last several years have been a rollercoaster for businesses in all sectors, of all shapes and sizes. From COVID to the current geopolitical crisis, the business landscape has changed immeasurably, and business leaders are under more pressure than ever to make sound decisions at breakneck speed. CPG brands in particular now find themselves in a bind. Inflation is soaring and consumers and businesses alike face a new problem—the cost of living crunch. A Changing Consumer Landscape The latest stats show that the prices of goods for consumers in the eu ..read more

How Customer Data Helps CPGs Become Authentically Sustainable About a decade ago, consumers changed their definition of healthy food. Heavily processed low-fat or sugar-free “health” foods were replaced with natural, locally grown, “closer to the ground” options. Unfortunately, many large food companies were too focused on their customer (i.e. retailer) relationships to see the shifts in consumer preferences. The focus on partnerships between large CPGs and their customers had been forged 25 years earlier during Procter & Gamble’s VP of Sales Lou Pritchett and Walmart’s Chairman Sam Walto ..read more

Gen Z Marketing: Move Beyond ‘Omnichannel’ to Personalized CX ‘Multi-Experiences’ Recently, we’ve discussed how truly knowing your consumer through a Single Customer View is useful to drive personalization of engagement. This week, I would like to explore some specifics on why knowing your consumer is critically important to the up-and-coming generation of consumers—Generation Z. This past weekend I went hiking and camping with a group of Boy Scouts. We had a 4-hour plus drive to the campsite which gave me a chance to talk to these boys about a wide range of topics. My two children are in the ..read more

You Don’t Abandon a Profitable Ship: Personalization Drives Profits, Despite Naysayers Last week, we discussed the importance of creating an SCV or Single Customer View. But data and insights are only valuable if they drive a better action or decision. So what kinds of better actions can be taken? Many companies start with personalizing interactions with consumers. But this isn’t easy. As I’ve mentioned before, in late 2019 Gartner predicted that 80% of marketers will abandon personalization efforts by 2025. This decision will be driven by the difficulty in managing customer data, lack or ROI ..read more