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Understanding CPG Analytics: An Essential Guide

March 12, 20247 min
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Lauren Daniels Tastewise
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CPG analytics is vital in today’s competitive marketplace as it helps companies gain valuable insights into their customers, products, and sales.

This guide will provide an overview of CPG analytics, its importance, and how it can be used to drive business growth.

What is CPG Analytics?

CPG analytics goes deeper than analyzing sales numbers. Gathering a diverse range of data points to reveal insights into the shopper’s thought process is crucial.

Picture a thorough profile of your ideal customer, including their likes, purchasing patterns, and even secret wishes. Behold the impact of CPG analytics. Employing a range of data sources and analytics tools to create a comprehensive picture.

Discover How Tastewise Can Help You Win in the CPG Market

Importance of CPG Analytics

Leveraging market research for CPG can help companies make informed business decisions by providing valuable insights into consumer behavior, preferences, and market trends. Below are some reasons for the importance of CPG analytics for businesses:

Understanding Consumer Behavior

CPG analytics helps companies understand their customers’ needs, preferences, and buying patterns. By analyzing data from various sources such as social media, surveys, and sales transactions, companies can gain valuable insights into what drives consumer behavior.

This information can be used to develop targeted marketing strategies, improve product offerings, and enhance customer engagement.

Identifying Market Trends

In the highly competitive and challenging CPG industry, companies need to keep up with market trends to stay relevant. CPG analytics provides companies with data on changing consumer preferences, emerging trends, and competitor strategies.

By analyzing this data, companies can identify market opportunities and make informed business decisions.

Improving Sales Performance

CPG analytics can also help companies improve their sales performance by identifying areas for growth. By analyzing data on product sales, pricing, and promotions, companies can optimize their product mix, adjust pricing strategies, and target specific consumer segments to increase sales.

What is CPG Marketing Analytics?

In the past, CPG marketing primarily emphasized brand awareness. However, in today’s data-rich world, everything has shifted.

Marketing analytics for CPG products go beyond the surface, evaluating campaign impact and identifying opportunities for improvement.

Enabling brands to tailor messages for specific individuals at optimal moments, thus enhancing return on investment (ROI).

Applying CPG marketing analytics tools enables you to monitor important metrics like website traffic, social media engagement, and conversion rates.

Examples of CPG Analytics Data Sources

The engine driving CPG analytics is fueled by a diverse range of data sources.

Here are some key examples:

Sales Data

This foundational layer reveals buying patterns, purchase frequency, and popular products across different demographics and regions. Analytics tools can help analyze trends and identify correlations between factors.

Loyalty Programs

These treasure troves offer insights into customer preferences and buying habits, allowing brands to personalize marketing efforts.

CPG marketing analytics software can help segment loyalty program members and tailor messaging accordingly.

Social Media Conversations

Consumer chatter on social media platforms is a goldmine of information. By analyzing these conversations, brands can discover emerging trends, identify brand sentiment, and understand what truly resonates with their target audience.

Social listening tools can be integrated with CPG analytics platforms to automate this process.

Point-of-Sale (POS) Data

This real-time data stream provides a window into in-store shopper behavior, revealing popular product combinations and highlighting areas for strategic product placement.

Advanced analytics tools can use POS data to predict demand and optimize inventory management.

Foodservice analytics platforms like Tastewise’s Foodservice Insights can provide even deeper insights into the foodservice industry

These platforms go beyond traditional POS data to analyze menu trends, operator actions, and consumer sentiment within restaurants, offering a comprehensive view of the foodservice market.

Food Intelligence

By tapping into food intelligence resources, brands can gain insights into ingredient trends, consumer dietary preferences, and emerging food cultures.

CPG analytics platforms can integrate with food intelligence databases to provide a holistic view of market trends.

How Brands Can Benefit From CPG Analytics

The benefits of CPG analytics are undeniable. Here are a few ways brands can leverage this powerful tool:

Boost Efficiency

Optimize marketing spend by targeting campaigns to the most receptive audiences. Analytics tools can help identify the most effective marketing channels for your target demographic.

Fuel Innovation

Develop products that cater to specific consumer needs and capitalize on emerging trends. CPG analytics can reveal unmet consumer needs and inform product development strategies.

Tastewise offers solutions that can help identify trending ingredients and dishes. This allows brands to stay ahead of their competition and develop innovative products that resonate with consumers.

Personalize the Shopper Journey

Craft targeted marketing messages that resonate with individual consumers. Marketing automation tools powered by CPG analytics data can deliver personalized content across different channels.

Optimize Pricing Strategies

Leverage data to set optimal prices that maximize profitability while remaining competitive. Price optimization software can be integrated with CPG analytics platforms to set dynamic pricing strategies.

Reduce Waste

Improve supply chain efficiency and minimize product spoilage through data-driven forecasting. Demand forecasting tools can be informed by CPG analytics data to optimize production and inventory levels.

Ways for CPGs to Improve Marketing Analytics

Striving for continuous improvement is key in CPG marketing analytics. Here are several strategies for CPG brands to enhance their approach:

Invest in the Right Tools

Utilize advanced analytics tools designed to handle complex CPG data sets. There are numerous CPG analytics platforms available, so it’s crucial to choose one that aligns with your specific needs and budget.

Build a Data-Driven Culture

Foster a company-wide culture that values data insights and uses them to inform strategic decisions. Train your team on how to interpret and utilize CPG analytics data.

Embrace New Data Sources

Continuously explore and integrate new data sources to gain a more holistic view of the market. As new technologies emerge, so do new data sources that can provide valuable insights.

For example, explore mobile app usage data or weather data to understand how these factors influence consumer behavior.

Leverage AI and Machine Learning

Advanced analytics tools powered by Artificial Intelligence (AI) and Machine Learning (ML) can automate tasks, identify hidden patterns in complex data sets, and even predict future trends.

This allows CPG brands to make more informed decisions and optimize marketing strategies in real-time. Moreover, AI in the CPG industry is expected to reach, by 2030, a market value of $38.8 billion, compared to just $2.0 billion in 2019.

Focus on Actionable Insights

Don’t get bogged down in the data itself. The true power of CPG analytics lies in translating insights into actionable strategies.  Develop clear goals and objectives for your marketing campaigns, and use data to inform your approach to achieving them.

Measure and Refine

The best marketing strategies are constantly being updated.  Regularly measure the performance of your campaigns and use CPG analytics data to identify areas for improvement.

A/B testing and other testing methodologies can be used to optimize marketing tactics and ensure you’re getting the most out of your efforts.

Data is King

The simplest path to success in the CPG industry is knowing your customer. Utilizing CPG analytics and the appropriate tools and software can help brands convert data into actionable insights, leading to growth and a prominent place on consumer shopping lists.

So, abandon uncertainty and welcome the strength of data. In the CPG world, knowledge is not just power, it’s the recipe for success.

Ready to tap into the power of CPG analytics and gain a deeper understanding of your customers?  Start your free trial of Tastewise

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