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Thursday, 7 March 2013

CPGs : winning with joined up "big data"

Good article from Mckinsey on how winning CPG's will be need marketeers who "get" IT and vice versa. Both will need to "get" the power of data. We see an opportunity for CPGs to create competitive advantage by joining up their retailer, shopper and consumer data and using it to drive "Perfect Store" outcomes. We think the key barriers are not technical but organisational  Retailer, Shopper and Consumer tend to be managed in differing silos. Joining them up will require organisational change led by leaders who have the right vision and a rare blend of multi functional skills.

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