Integrated data analytics: Executing with precision

As the consumer marketplace becomes inherently more complex and fragmented, consumer products companies must develop the ability to not only react to environmental shifts but to anticipate them as well. Superior data analytics and insight development will be required for winning companies to execute with accuracy and agility in this rapidly changing world. Consumer products companies will need to take an integrated approach to data analytics, combining a wide range of information to enable the creation of valuable, "right-time" insights.

Consumer products companies face an increasingly complex marketplace, characterized by consumer fragmentation and retail polarization between "mass value" players and focused specialists. In this world, the companies that survive and thrive will be those that have a deep understanding of consumer behavior patterns, retailer needs and their own operations.

Today's consumer products companies need to know what specific products consumers expect to have available to them in what stores for each specific shopping occasion. And, more importantly, they need to be able to execute against those insights in terms of product innovation, supply chain logistics and retail customer management. The fundamental challenge they face is to execute with precision and agility.

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