Are CPG Companies Expanding Their Analytics Agendas?

Global Consumer Product Goods (CPG) companies have traditionally undertaken a lot of data analysis across their marketing and supply chain functions for areas such as consumer demand and brand loyalty analysis, corporate demand planning, inventory management and fleet management. Our recent primary research led us to interview several CPG companies and the global technology and business services companies that work with them on analytics engagements. Our conversations reveal that there has been some progression in the ways that these companies approach analytics today, with implications for how they work with service providers. We discuss our directional findings on the key CPG analytics opportunities in this POV.