Scaling up Digital and Analytics Results in Consumer Goods

Thoughtful formulation here.

Solving the digital and analytics scale-up challenge in consumer goods in McKinsey

" ... Many consumer-goods companies have entered the digital and analytics race, but very few are scaling impact. Here’s what leaders are doing right.... '

sk any consumer-goods executive if his or her company has invested in digital and analytics, and you’ll almost certainly get an affirmative response. But ask whether those investments have yielded the desired results—and more than half of the time the answer will be no. Our research shows that only 40 percent of consumer-goods companies that have made digital and analytics investments are achieving returns above the cost of capital. The rest are stuck in “pilot purgatory,” eking out small wins but failing to make an enterprise-wide impact.

The value at stake isn’t trivial: our analysis suggests that a company’s aptitude at scaling up digital and analytics programs is correlated with its financial performance. In this article, we describe the most common pitfalls that companies encounter in their journey toward digital and analytics scale-up. We also explore an emerging recipe for sustained success.    ... "