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
    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 and remote work
    Data Helps Speech-Language Pathologists Deliver Better Results
    6 Min Read
  • Big Data
  • BI
  • Exclusive
  • IT
  • Marketing
  • Software
Search
© 2008-25 SmartData Collective. All Rights Reserved.
Reading: Integrated Data Among Top Challenges P&G, Kraft and Others Face in Tapping Gartner’s “The Power of Me”
Share
Notification
Font ResizerAa
SmartData CollectiveSmartData Collective
Font ResizerAa
Search
  • About
  • Help
  • Privacy
Follow US
© 2008-23 SmartData Collective. All Rights Reserved.
SmartData Collective > Big Data > Data Mining > Integrated Data Among Top Challenges P&G, Kraft and Others Face in Tapping Gartner’s “The Power of Me”
AnalyticsBusiness IntelligenceData MiningMarketingMarketing Automation

Integrated Data Among Top Challenges P&G, Kraft and Others Face in Tapping Gartner’s “The Power of Me”

gibbassett
gibbassett
4 Min Read
SHARE

At first glance, the title of a Gartner research paper released a few days ago can be misleading.

At first glance, the title of a Gartner research paper released a few days ago can be misleading. Titled, “How Manufacturers Can Harness the Power of Tech-Savvy Consumers,” by Analyst Don Scheibenreif, the label “tech-savvy consumer” suggests a focus on a segment of the larger population. Fact is, these consumers increasingly represent the entire addressable market, a point raised later in the paper:

“Recent economic conditions have changed shopping behaviors of almost all consumers, regardless of income bracket. Consumers are doing more research, using more incentives (both online and coupons) and expecting to find the “daily deal” — some kind of savings program at the market.”

No matter your view of Connected Consumer pervasiveness, you cannot ignore the impact their behavior can have on sales, loyalty and brand reputation, as pointed out in my last post. Don’t just take my word for it though. According to Gartner:

“Manufacturers clearly have the opportunity to have an unprecedented connection to the consumer and shopper never seen before, and the ones that do get connected will enjoy significant advantages over those that don’t.”

This advantage is summed up by Gartner as “The Power of Me,” or ““…the personal power that each consumer has in terms of shopping for and buying products,” due to their adoption of mobile, social media and online communities. The paper describes how several top Consumer Goods companies are doing it right, or are moving in the right direction, including P&G, Kraft and Pepsi.

More Read

Seven Reasons to Use Social Media
IBM Podcast: Retailers Respond to Economic and Consumer…
Actionable Information Management Principles: The Reality
5 Ways AI Technology Has Disrupted Website Development
BI Software Makes Money

Manufacturers possess the “building blocks” to leverage consumer connectedness for competitive advantage according to Gartner, but “…many companies are not reaping the full value of their marketing technology investments due to a lack of integration of the different technologies and organizational silos…”

Although agencies are not mentioned, they are behind many of the “building blocks” Gartner cite which offer Consumer Goods makers the opportunity to “to engage consumers in a two-way dialogue that drives revenue and engagement.” These “blocks” include mobile and social channels, and the programs agencies execute within them – such as promotions, campaigns and coupons, to smartphone applications and mobile websites.

For both single and multi-brands, many of these activities occur outside the four walls of the business and have limited lives. This places much of the resulting data and insights beyond the grasp of the manufacturer’s institutional memory — absolutely critical if Consumer Goods companies hope to compete for what is sure to become a land grab for Connected Consumer attention and mindshare. Where consumer, customer (retail) and operational data silos and data come together to inform Connected Consumer strategy and execution is where Consumer Goods companies should focus their attention.

Gib Bassett 

Share This Article
Facebook Pinterest LinkedIn
Share

Follow us on Facebook

Latest News

sales and data analytics
How Data Analytics Improves Lead Management and Sales Results
Analytics Big Data Exclusive
ai in marketing
How AI and Smart Platforms Improve Email Marketing
Artificial Intelligence Exclusive Marketing
AI Document Verification for Legal Firms: Importance & Top Tools
AI Document Verification for Legal Firms: Importance & Top Tools
Artificial Intelligence Exclusive
AI supply chain
AI Tools Are Strengthening Global Supply Chains
Artificial Intelligence Exclusive

Stay Connected

1.2kFollowersLike
33.7kFollowersFollow
222FollowersPin

You Might also Like

How Mobile Analytics Can Help Marketers

5 Min Read
data scalability
AnalyticsBest PracticesBig DataData ManagementData QualityExclusiveRisk Management

Data Scalability Raises Considerable Risk Management Concerns

6 Min Read

Exterior Design

6 Min Read
integrated business systems and big data usage
Big DataBusiness IntelligenceExclusive

Big Data Sets Impressive New Standards On Integrated Business Systems

8 Min Read

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

ai chatbot
The Art of Conversation: Enhancing Chatbots with Advanced AI Prompts
Chatbots
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?