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CPG companies should future-proof their businesses for long-term competitiveness, especially from smaller and more agile players. Inertia in conventional processes and systems, particularly the lack of using data to drive decision making, burdens large organizations and hinders rapid product innovations.
Large CPG companies have traditionally been slow to innovate, with average investments being six times more in marketing and advertising than in R&D. Smaller players are entering the market using data insights to understand consumer behavior and gain the first-mover advantage.
CPG companies must commit to adopting a data-driven culture and integrate systematic approaches for optimizing their information models to successfully use analytics for insight-driven decision making.
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