Cookies help us display personalized product recommendations and ensure you have great shopping experience.

By using this site, you agree to the Privacy Policy and Terms of Use.
Accept
SmartData CollectiveSmartData Collective
  • Analytics
    AnalyticsShow More
    big data analytics in transporation
    Turning Data Into Decisions: How Analytics Improves Transportation Strategy
    3 Min Read
    sales and data analytics
    How Data Analytics Improves Lead Management and Sales Results
    9 Min Read
    data analytics and truck accident claims
    How Data Analytics Reduces Truck Accidents and Speeds Up Claims
    7 Min Read
    predictive analytics for interior designers
    Interior Designers Boost Profits with Predictive Analytics
    8 Min Read
    image fx (67)
    Improving LinkedIn Ad Strategies with Data Analytics
    9 Min Read
  • Big Data
  • BI
  • Exclusive
  • IT
  • Marketing
  • Software
Search
© 2008-25 SmartData Collective. All Rights Reserved.
Reading: Indispensable Consumer Relationships at the Heart of Consumer Goods Strategy
Share
Notification
Font ResizerAa
SmartData CollectiveSmartData Collective
Font ResizerAa
Search
  • About
  • Help
  • Privacy
Follow US
© 2008-23 SmartData Collective. All Rights Reserved.
SmartData Collective > Software > Marketing Automation > Indispensable Consumer Relationships at the Heart of Consumer Goods Strategy
AnalyticsMarketing Automation

Indispensable Consumer Relationships at the Heart of Consumer Goods Strategy

TeradataExperts
TeradataExperts
4 Min Read
SHARE

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.

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 retail relationships and production, P&G is leveraging the latest technologies to advance its purpose to “touch and improve lives,” according to CEO Robert McDonald in this November McKinsey Quarterly interview (registration required).

The interview begins with a bold statement by Mr. McDonald that should have all Consumer Goods makers evaluating their approach to brand management, marketing and retail collaboration:

“With digital technology, it’s now possible to have a one-on-one relationship with every consumer in the world. The more intimate the relationship, the more indispensable it becomes. We want to be the company that creates those indispensable relationships with our brands, and digital technology enables this.”

One of the ways P&G does this today is via something called “Consumer Pulse,” which applies analytics to data generated in the blogosphere, social media and other sources to uncover the real time conversations which can impact sales and brand value. For perhaps the most recent example of where this capability applies, consider this past week’s news around Coca Cola’s holiday packaging reversal.

More Read

Predictive analytics FAQ #1: Prerequisites for success
Redefining Loyalty Programs with Big Data and Hadoop
AQuA – Audio Quality Analyzer is now available for download!
Kahneman and Data Management: A Critique of ‘Thinking Fast and Slow’
Reminder: DSC 2009 abstract submissions due March 15

At a time of unprecedented consumer participation in social media and adoption of mobile technology, consumer relationship development should be a key initiative for all Consumer Goods makers. Not only because of the opportunity to reach consumers, but the fact consumers are today targeted by all businesses, in all industries. Only those wise enough to create, nurture and develop direct relationships with these Connected Consumers are certain to be heard above the noise.

We’re seeing fewer Consumer Goods marketing teams delegate digital efforts to third parties for many reasons, but all which relate back to more effective marketing, relevant communication, and results with a focus on demonstrating return on investment. Even fractions of a percent in sales can be affected by these proven methods, more than paying for the investment.

The quite literally “federated” approach to consumer marketing that has yielded multiple agency relationships, dozens if not hundreds of websites, mobile applications and opt-in email/SMS text message lists, places data, insights and ultimate value beyond the grasp of most Consumer Goods marketers. Only by integrating and reconciling these sources, and melding them with increasingly available retail purchase data and production/forecasting, can the best and most competitive results be attained.

Teradata is an ideal platform for such a solution, that both speeds time to integration while also offering a best in class platform for consumer relationship creation and development (called Aprimo Relationship Manager).

With P&G setting the pace for the entire Consumer Products industry, other manufacturers should consider embracing consumer relationships in the same way they do other facets of their business.

Gib Bassett 

Share This Article
Facebook Pinterest LinkedIn
Share

Follow us on Facebook

Latest News

AI role in medical industry
The Role Of AI In Transforming Medical Manufacturing
Artificial Intelligence Exclusive
b2b sales
Unseen Barriers: Identifying Bottlenecks In B2B Sales
Business Rules Exclusive Infographic
data intelligence in healthcare
How Data Is Powering Real-Time Intelligence in Health Systems
Big Data Exclusive
intersection of data
The Intersection of Data and Empathy in Modern Support Careers
Big Data Exclusive

Stay Connected

1.2kFollowersLike
33.7kFollowersFollow
222FollowersPin

You Might also Like

Image
Predictive Analytics

Data Does Not Equal Intelligence: Predictive Analytics in the Enterprise

5 Min Read

Flight 1549 Landing In The Hudson (via techcrunch) The computer…

2 Min Read
data modeling tools to analyze
Modeling

Top 10 Powerful Data Modeling Tools For 2021

8 Min Read
Image
Predictive Analytics

What the Ebola Crisis Has Taught Us About Big Data

6 Min Read

SmartData Collective is one of the largest & trusted community covering technical content about Big Data, BI, Cloud, Analytics, Artificial Intelligence, IoT & more.

giveaway chatbots
How To Get An Award Winning Giveaway Bot
Big Data Chatbots Exclusive
ai in ecommerce
Artificial Intelligence for eCommerce: A Closer Look
Artificial Intelligence

Quick Link

  • About
  • Contact
  • Privacy
Follow US
© 2008-25 SmartData Collective. All Rights Reserved.
Go to mobile version
Welcome Back!

Sign in to your account

Username or Email Address
Password

Lost your password?