Today, consumer package goods (CPG) companies are selling more categories of products through a wider variety of channels to a broader range of customers across a wider geography. To meet these challenges, they need consistent and accurate information about their products and customers in order to better promote and sell through their value chain of distributors and retailers.
While high-quality products and services are still important, consumers have expanded their expectations to include exceptional customer experiences every time they interact with a product. Accurate product, partner and customer information must be gathered and reviewed to understand individual customer journeys for buying and using a particular product. The challenge for brand management is still focused on how to find and collect data, but also increasingly more about how to put it to work.