Tag Archives: Consumer Insight

Your Customers Notice

January 13, 2014

I had the pleasure of talking with Mr. J. David Power III, founder of JD Power & Associates, during the Fall Conference dinner at the Wharton Mack Institute for Innovation Management with the Mack Institute Program on Vehicle and Mobility Innovation (PVMI).  (Additional discussion summaries are available through the conference link.) Dave Power was the keynote… Read More »

Data Driven Brand Storytelling the P&G Way

December 2, 2013

The television spot remains a mainstay in the CPG industry’s never ending quest to differentiate and increase sales.  Meanwhile, all things digital have swept over the industry landscape.  In parallel to mass media, agencies acting on behalf of brand marketers execute all manner of digital marketing campaigns, but without an eye on capturing, integrating and… Read More »

A Healthy Way for CPG to Think about Social Media

November 3, 2013

Social media and social networks offer value-added insight into consumer perception, behavior and attributes unavailable in other channels.  When a consumer’s identity in social channels can be resolved to a profile within an integrated consumer database, information about their interests, household and influence can all be mined to add greater predictive power to data obtained… Read More »

Lessons the CPG industry can take away from Procter & Gamble’s 2013 Teradata Partners Session

October 24, 2013

This week at Teradata Partners 2013, representatives from Procter & Gamble (P&G) talked about their Teradata-powered direct-to-consumer global digital marketing efforts. Tony Hudnell and Dennis Devine explained in business terms why the world’s largest advertiser was taking steps to develop direct, one-to-one connections with as many of their consumers as possible. Other CPG companies, brand… Read More »

If you “digitally decouple” CPG, don’t forget about the data

August 20, 2013

Many years ago (the pre-Facebook age) a Forrester Research study showed that of the businesses surveyed, on average they employed 11 marketing services providers.  As I recall, the context for the report was the desire to narrow the number of these dependencies to as few as possible to simplify and streamline marketing.  Demand for the… Read More »

From Campaigns to Engagement: How Teradata helps CPG marketers connect with today’s consumer

May 31, 2013

Consumer centricity is the new “black” among consumer goods marketers.  Knowing who buys your products when and where – the path to purchase – is rapidly becoming table stakes for marketers competing for scarce consumer attention and walletshare.  It’s no easy task, considering the diversity of touchpoints and data-dependencies illustrated by Don Scheibenreif at Gartner’s… Read More »

Will 2013 be the year of the Social Data Platform?

January 13, 2013

Market forces are challenging long-held beliefs among Consumer Packaged Goods makers that outsourcing data and technology other than production and manufacturing is the defacto way to operate successfully.  It’s no understatement that shoppers are exercising a new power that has some questioning the efficacy of traditional sales, brand and category management as the means to… Read More »

The Most Interesting Trend in Consumer Goods Sales and Marketing Technology

July 18, 2011

Direct to consumer selling is “the most interesting” trend in consumer goods sales and marketing technology this year. So says Consumer Goods Technology (CGT) magazine and its research partner IDC Manufacturing Insights . The driver is the threat posed by retail private label products: “The growth in private label (“customer as competitor”) is prompting CG… Read More »