At the Retail and Consumer Goods Analytics Summit in Chicago, the theme was “Analytics Now.”

But haven’t consumer goods suppliers and retailers always been data-driven?

Certainly they have—but thanks to the eruption of a geyser of valuable external data and the increasing sophistication of analytics capabilities that can be readily delivered to a full range of business users, businesses are finding that they have entered a veritable data democracy.

Just consider the numbers.

For example, 71 percent of consumers say that smartphones affect the in-store experience.

But do you know who these customers are?

Are you engaging them with competitive pricing and relevant product information that drives them to purchase your brands—and to purchase them using their preferred channels?

Are you extending to their mobile devices compelling offers that have point-in-time relevance?

Are you offering strategic, personalized promotions to get them hooked while they’re already in the purchasing frame of mind?

Brand enthusiasts want to connect with their favorite brands online. Retailers and CPs that cultivate this relationship enjoy the distinct advantage of building long-term brand loyalty. Using social media analytics, businesses can listen to consumer needs, responding in ways that drive the conversation while also offering personalized engagement with individuals.

Ask yourself, then: Are you capitalizing on the full power of social, digital and e-commerce at a localized market level?

Read all: Build consumer insights with data-driven marketing and merchandising | IBM Big Data & Analytics Hub

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