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By David Rosen, Strategic and Analytic Services Office of the CTO, TIBCO Software
Direct-to-consumer marketing has always been a daunting task for packaged goods marketers. With few exceptions, their customers are their channel – grocery stores, drug stores or warehouses that then sell to consumers. Over time, significant progress has been made with respect to shopper insights at an aggregate level, even down to the measurement of sales lift in micro geographies, but little was actually known by the manufacturers about the explicit behaviors and attitudes of identified consumers. Today, through the use of Fast Data technologies, brands are able to capture and analyze customer interaction in real time to gain instant awareness and take instant action, significantly improving their engagement with consumers.
A few packaged
While Pampers is one example of an older, established program, a global beverage brand is currently setting the bar higher by greatly expanding the means of engagement, the creativity of data capture, the sophistication of consumer experience and the underlying technology stack that manages the membership, interactions and data analytics.