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Consumer behaviour is changing and this means that FMCG firms need to be nimble and responsive to market change. While most are well-versed in the use of traditional data sources and surveys, the vast amount of data available requires a new approach to analytics to provide a deep understanding at an individual and aggregate level, using the insights gained to impact real-time decision making.
In a rapidly evolving digital economy, consumer product companies increasingly need to reappraise what they do and how they do it. They need to create agility in their organisational structures, break down silos to allow them to engage seamlessly across the path to purchase, up-skill their teams and change ways of working and behaviour.
Today’s consumers expect consumer goods companies to make relevant content available to them via the right channels, at the right moments and in the right locations along their individual paths to purchase. Engaging content and information, in the right marketing and ecommerce context, personalised to the consumer, has become a competitive advantage.
Dramatic changes in consumer behaviour, business innovation, demographics and economics mean that value chains frequently fail to meet business goals as they once did. We address the challenges to traditional supply chain models, driving greater collaboration and evolving towards value networks organised around consumers whilst delivering shareholder value and growth.
Today’s consumers will not simply sit down and listen to what your brand has to say. You must win their attention by being relevant and personable. This requires the capability to gather consumer data and generate insight about what inspires and engages them, using it to target consumers and develop meaningful relationships.
In an increasingly complex market, consumer product organisations need to accelerate their consumer relevancy, compete against disruptive new rivals and keep pace with emerging technologies. Shifting to truly consumer-led engagement requires a fundamental change in thinking, different ways of working and the development of new capabilities.
Interview with Shawn O’Neal, VP of Global Marketing Data and Analytics at Unilever on using data to better understand his audiences.