Consumer Goods and Data

Lots of companies, like the consumer goods company I worked for, are deeply involved]

Coca-Cola, Kraft-Heinz, Unilever: CPG Companies Embracing the Data Revolution

Liz Dominguez, Managing Editor

Data across the business lifecycle

If there’s one thing CGs have learned in 2022, it’s that data has a place across the entire business lifecycle. More and more CGs are leveraging technology that gives them better access to this valuable data, including machine learning and artificial intelligence. 

According to the CGT and RIS 2021 Retail and Consumer Goods Study, the top three uses of AI/ML in the industry are supply chain planning and execution (28%), demand planning and forecasting (27%), and marketing/promotion campaign planning and execution (24%). From the supply chain to in-store experiences, businesses need to embrace data, and the tech infrastructure that keeps it flowing in order to increase market visibility, strengthen product innovation, and bolster the consumer experience. 

[Related: 2022 CPG Predictions: Mastering the Power of Data Revolution  ]

These three brands are investing heavily in the data revolution.   ... '   (examples of each)  .... '

Consumer Goods AI

 Simple example of use of AI and automating paid search.

Lingerie Brand Leverages AI for Automating Paid Search and Social Media Marketing  in Emerj.com

Daniel Faggella is Head of Research at Emerj. Called upon by the United Nations, World Bank, INTERPOL, and leading enterprises, Daniel is a globally sought-after expert on the competitive strategy implications of AI for business and government leaders.

Technology Provider: Albert – An artificial intelligence marketing platform for the enterprise, driving autonomous digital marketing campaigns for companies around the globe

User Company: Cosabella – An Italian lingerie company.  Industry: Consumer Goods  Application: Marketing / Advertising

Problem

Cosabella realized that investing in manual efforts in marketing and advertising was not scalable or cost-effective. The company wanted to automate marketing rather than rely on traditional marketing/advertising agencies.

It’s decision to find an artificial intelligence vendor was part of Cosabella’s own 3-year business transformation strategy. Albert claims that Cosabella aimed to find a marketing strategy that would scale without needing to scale it’s related marketing staff. Cosabella’s former CMO, Courtney Connell was tasked with overhauling the firm’s marketing efforts, and chose Albert as it’s partner.  ... "