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What’s trending for the consumer packaged goods industry?

Explore the findings from the 2014 CPG Analytics European Survey to learn how executives are using analytics, and expect to get the most value.​​

Overview

A large majority of our respondents claim that analytics and business intelligence is a top priority in their organizations. And more than half said there is a strong or significant commitment to adopt advanced analytics and business intelligence approaches, often in combination with big data frameworks.

Leading analytics adoption is in operations and production, followed by financial management and budgeting.

Social media is a fertile ground for analytics given the direct consumer engagement opportunities. However there would be more work to be done to maximize this area of opportunity.

Background

About the Research
The global Accenture CPG Analytics European Survey 2014 is aimed at providing a better understanding of the current trends, and evaluating the benefits of analytics for consumer packaged goods companies. Results are based on the responses of CPG senior executives from Europe.

For the purposes of this survey, Accenture defines analytics broadly to include activities aimed at the discovery and communication of meaningful patterns in data. Specifically for the CPG industry, this may include enterprise decision management, retail analytics, store assortment and stock-keeping unit optimization, marketing optimization and marketing mix analytics, Web analytics, sales force sizing and optimization, price and promotion modeling, predictive science, credit risk analysis and fraud analytics.

Key Findings

CPG companies seeking to differentiate and build competitive advantage are looking to analytics.

  • 78 percent of our respondents claim that analytics and business intelligence is a top priority in their organizations.

  • Leading analytics adoption is in operations and production, followed by financial management and budgeting.

  • Basic analytics tasks, such as aggregating and capturing information (88 percent and 68 percent, respectively), are more popular, particularly for corporate performance management and for sales and marketing activities.

  • The strength of social media is rising: use it for sales and marketing, but also to fuel innovation when you capture consumer insight through analytics.

  • 36 percent of respondents ranked “Existing culture does not encourage sharing information” as a challenge.

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