Summary
The indirect and highly competitive nature of consumer packaged goods (CPG) and fast-moving consumer goods (FMCG) businesses means B2C marketers in those industries face unique challenges with marketing performance measurement. To measure and optimize marketing campaigns, CPG and FMCG marketers must select vendors with access to scanner data and consulting services that help them determine the right mix of marketing, price, and promotion. This report outlines the requirements and vendors marketers need to select to obtain the right marketing measurement solution.
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