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Marketing in the Moment
In a prior post, the applicability of ZMOT -- Google’s Zero Moment of Truth -- to a consumer’s purchase journey was discussed. While evidence is building for the concept’s role in considered...
View ArticleIntegrated data among top challenges P&G, Kraft and others face in tapping...
At first glance, the title of a Gartner research paper released a few days ago can be misleading. Titled, "How Manufacturers Can Harness the Power of Tech-Savvy Consumers,” by Analyst Don Scheibenreif,...
View ArticleIndispensable Consumer Relationships at the Heart of Consumer Goods Strategy
You don’t maintain a leadership position without continually out-innovating your competition. For Procter & Gamble, this means embracing all things digital across its business. From marketing to...
View ArticleBrand Management in the Age of the Connected Consumer
It’s not surprising that Procter & Gamble pioneered the discipline of Brand Management, but what you may not know is the reason. In the 1930s, as P&G entered single categories with multiple...
View ArticleConnected Consumer Relationships Coming to Aprimo Summit
Later this month my colleague Tim Shaw and I are looking forward to co-presenting at the Aprimo Summit (Las Vegas, February 28 to March 1). Our session, titled "Connected Consumer Relationships” is...
View ArticleValue-Based Shopper Marketing with Teradata
It’s been widely reported that trade promotion investments are the second largest expense for CPG companies after cost-of-goods-sold. It’s indicative of just how important the manufacturer views its...
View ArticleTop 7 Trends Moving CPG Manufacturers Closer to their Consumers
Thanks to the rise of big data, social media, and mobile communications, Consumer Packaged Goods (CPG) manufacturers now have an unprecedented opportunity to cozy up to their consumers. Driven by seven...
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The Consumer Products SEAMLESS Consumer Experience
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...
View ArticleHow TURKCELL Unlocks Customer Value From Network Performance Analytics
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...
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