Tag Archives: consumer insights

How TURKCELL Unlocks Customer Value From Network Performance Analytics

October 19, 2015

At the annual Teradata Partners 2015 conference (happening this week at the Anaheim Convention Center) a big point of conversation among data scientists, business analysts and executives alike is customer analytics. The sessions on this topic are many. For mobile phone operators, for example, the success of the business is entirely dependent on customer satisfaction.… Read More »

BRIDGING The Consumer Products CMO-CIO Divide

July 9, 2015

collaborate col·lab·o·rate (Verb) >> Work jointly on an activity, esp. to produce or create something >> Cooperate traitorously with an enemy IT in Consumer Packaged Goods organizations has historically been viewed as a “necessary” investment vs. “strategic” investment and for those CPG organizations looking to leapfrog their competition – to be their customer’s (aka retailer’s)… Read More »

The Consumer Products SEAMLESS Consumer Experience

June 23, 2015

When a consumer isn’t happy with the product she just bought, where does she go to complain or ask for help? She might go back to the store, or call the manufacturer or the retailer, and she might go to the manufacturer’s web site. But more than likely, she’ll hop on Facebook or Twitter to… Read More »

BRAND STORY-TELLING AND CPG DATA-DRIVEN MARKETING

May 8, 2015

The television advertising 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 for capturing, integrating and measuring these… Read More »

CPG Content-Fueled Digital Consumer ROI

March 26, 2014

As CPG organizations aggressively pursue new and differentiated methods of connecting with consumers, they quickly find that there is an absolute requirement for integrated consumer data, technology to dig into the data to provide fast-insights, and a flexible toolset that enables marketers to act on insights in developing and executing future campaigns. Forward-leaning CPG marketing… Read More »

5 CPG Integrated Marketing Best Practices

February 24, 2014

Consumer Goods marketers recognize that to increase brand equity, consumers must be lead along a path to purchase that results in more than just a product purchase, but also advocacy for the brand. Integrated Marketing strategy plays an important role in delivering the right brand message, to the right consumer, at the right time, via… Read More »

The Boundaryless Consumer: Campaign Management

February 5, 2014

Until recently, integrated marketing was focused on creating customer transactions – buy a pair of shoes from an online store, get a new 3.9% rate credit card, switch to a new cable provider, register for a consumer loyalty program – and data-driven marketing solutions evolved to help make the process more efficient. In today’s “Boundaryless… Read More »

2014 Retail Preview – Curating The Shopper Experience

January 2, 2014

As I wrote in my Consumer Goods 2014 Preview, what became readily apparent in 2013 is that Consumer Goods business decision-makers recognized the value of fact-based decision-making and that decisions rely heavily on information and analytics. Consumer Goods manufacturers and Retailers operate fundamentally different businesses, but share common goals and challenges.  Both are motivated to… Read More »

Consumer Insights Fuel Personalized Brand Engagement

November 18, 2013

While “Big Data” has taken much of the Consumer Goods industry buzz limelight in 2013, Consumer Insights and related programs and initiatives have quietly moved up the priority list for CG execs. Why? Because Consumer Insights offer CG manufacturers the opportunity to develop individual connections with consumers globally. By connecting with consumers and their households… Read More »

From Campaigns to Engagement: How CPG Marketers Can Connect With Consumers

October 16, 2013

It wasn’t all that long ago that marketing consumer goods was a relatively simple task. Manufacturers and retailers created television, radio, or print advertisements, and they measured consumer response to those advertisements via sales figures. Through trial and error, and perhaps a market research study or two, they would adjust their advertising campaigns until they… Read More »