Consumer Goods Technology - August 2017 - 14

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Tech Solutions Guide

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faster than it can be consumed - the
trick is to ﬁgure out what in this sea
of data is the most valuable for your
organization - thus, the return to
"small data." Data points ﬂow in from
delivery trucks, shelf sensors, etc.,
and it could be argued that you can
use all of it; but what speciﬁc data will
signiﬁcantly change your bottom line?
While a large organization might
still have a "big data" mindset,
internal departments might only
use a small portion of the data.
CGs should create a short list
(emphasis on "short") of questions
(or metrics) that are most important,
then determine the data needed
to address those questions. For
example, if I'm a dairy producer, I
care about getting my product to
the outlets that need it in a timely
manner while keeping it cold. What is
most important to your organization?

SPENCER: The need to manage
"big data" will never go away.
Amazon and other massive clouddata collection entities will not
allow this to happen. The key is
to make using big data feel like
you're working with "small data,"
but with the unlimited intelligence
and powerful modeling capabilities
that come with big data. The
combination of massive amounts
of data being modeled in relatively
real time with complex constraints,
artificial intelligence and substantial
consumer insights within an
intuitive, easy-to-use interface is the
formula for accomplishing a small
data feel with big data power.
The CPG sector on both sides
of the spectrum needs to focus
on minimizing and eventually
eliminating its dependency on the
spreadsheets that make data seem

unmanageable. The only way we'll
be able to turn data insights into
action will be to harmonize disparate
intelligence silos to develop
optimal joint business plans for the
combined expenditures of tactical
trade spend, shopper marketing
initiatives, and joint digital brand
messaging. This "one version of the
truth" planning optimization engine
will begin to mutually maximize
collective merchandising/media
investment and relieve significant
margin erosion.
The data exists, and the ability to
manage big data is here and only
going to get better. Most importantly,
powerful modeling and artiﬁcial
intelligence predictors are getting more
accurate with increased data points,
allowing consumer goods companies to
focus on turning insight into proﬁtable
action. CGT

DATA & ANALYTICS SOLUTIONS CHART
COMPANY/W EBSI TE

84.51°
www.8451.com

1010data
https://1010data.com

Accenture
www.accenture.com

14

PRO DU CT

KEY CG
C U S T O ME R S

U N I Q U E F E AT U R E S /B E N E F I T S

Turning data
and science into
consumer
experiences

* Frito-Lay
* General Mills
* Procter & Gamble

84.51° helps Kroger and consumer packaged goods manufacturers
develop and nurture consumer relationships by turning data and
science into shopper experiences. We use a sophisticated suite of tools
and technology to distill data and provide our partners with a deep
understanding of who the customer is, what is important to them and
why, helping create lasting shopper relationships.

1010data
Insights Platform

* Procter & Gamble
* Unilever
* PepsiCo

The platform's columnar, distributed and parallel design helps deliver
fast query speeds, enabling users to derive more value from all their
big data assets quickly and cost-eﬀectively.

Did not provide

A cloud-based open architecture powered by artiﬁcial intelligence and
advanced analytics to achieve scale and measurable results. It provides
granular predictive insights, allowing clients to develop commercial
plans created in real time with ﬁeld reps using design-led, simpliﬁed
visualization and execution tools.

Next Gen
Intelligent Revenue
Management
powered by AI

CGT | AUGUST 2017 | CONSUMERGOODS.COM
Consumer Goods Technology - August 2017

Table of Contents for the Digital Edition of Consumer Goods Technology - August 2017
