Trends Report

Benchmark Your Consumer Centricity In Retail And CPG

July 22nd, 2014
With contributors:
Holger Kisker, Ph.D. , Victoria Boutan


Retail and consumer packaged goods (CPG) AD&D professionals have to help their stakeholders to drive actionable insight from a wide range of solutions and external agency services, such as those for loyalty, basket analysis, customer relationship management (CRM), direct marketing, and listening platforms. The opportunity is to provide the expertise and vision to integrate line-of-business agency initiatives, with internal systems of record and interaction, to deliver a coherent framework, driving actionable intelligence for deeper engagement with consumers and increased brand value. This report identifies ways in which AD&D professionals can overturn the "department of No" stereotype, by anticipating line-of-business requirements, and defining the capabilities and benchmarks to deliver mature consumer centricity.

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