consumer insights: finding and guarding the treasure trove infographic
TRANSCRIPT
Enhance Effectivenessof Marketing Campaign
RefineExisting Products
Consumer InsightsFinding and Guarding the Treasure Trove
LaunchNew Products
DriveEBITDA growth
Consumer Insights are paying off
What are the Key Opportunity Areas?
How to Make it Work – Lessons from Industry Leaders
Brea
dth
of C
onsu
mer
Insi
ghts
Front-Runners
Cautious AdoptersSlow-Starters
Fast Followers
Success in Realizing Benefits from Consumer Insights
Leaders are few and far between
Leaders outperform their peers on key areas
Cautious Adopters
Fast Followers
Vs
Vs
Front-Runners
Slow-Starters
Enable large number ofactivities with consumer insights and alsoGreater success
Enable a breadth of activities, but experiencelimited successachieve
Leverage consumer insights in few activities and achieve much
do not
successGreater Success
Companies that enable few activities, but experience
Superior leadership support
Better operating model
Front-Runners 27%69% Slow-
Starters
48%81%
consumer insights is very strategic and is initiated and monitored at the very top level
VsAdvanced use of data and analytics capabilities
41%67%
Users of consumer insights are given the support required to interpret and act upon them
VsFocus on improvement in decision-making
45%73%Recognize need to expand insights-driven decisions into more business units
Take insights-driven decisions across business units
VsAvailability of the right data and associated skills
36%9%Non-availability of required skills hampers ability to generate insights
Consumer Goods Companies are not Taking
have experienced
90% 43% 51% 54%
security practices donot comply fully withindustry regulations
give customers controlover data collected
framed clear non-negotiable
policies on customer data security
and privacy
total maximum theoretical liability of consumer goods industry if GDPR regulations were to be implemented today
Putting Consumer Insights to Work
Build the Right Governance Structures
Develop Data Analytics Skills
Take a Step-wiseApproach to Deploying Consumer Insights Teams
Establish a Chief Privacy Officer
customer data security breaches
$323Bn
Front-Runners
Slow-Starters
Front-Runners
Slow-Starters
Front-Runners
Slow-Starters
Front-Runners
Slow-Starters
Reach out: Interested in reading the full report?
Head to http://https://www.capgemini-consulting.com/consumer-insights-for-cp
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Privacy and Security Seriously Enough
New Product Development
Brand Strategy
Customer Retention
Customer Experience
Forecasting
Content Creation
Trade Spend
Optimization Fleet Optimization
Channel Management
Brand Pricing
Demand Sensing
Category
Strategy
Smarter Product Distribution & Supplier PerformanceManagement
Inventory Planningand Replenishment
S & OP
Customer Acquisition
SalesforceManagement
Category Management
Network Optimization
Understanding MarketingPayback/ROI
Assortment BreadthCampaign Design
and Execution
Customer engagement
Success Realized from Consumer Insights
Marketing Activities Sales Activities Supply Chain Activities
Cross-Selling and
Up-Selling
Leve
l of E
nabl
emen
t of A
ctiv
ities
by
Cons
umer
Insi
ghts