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CPG Marketing Analytics - Benchmarking Study

CPG Marketing Analytics - Benchmarking Study

CPG Marketing teams have long strived to quantify the results of their programs to show their business impact. As companies prioritize analytical capabilities and demand more accountability of their marketing investments, marketers are being asked to think more analytically and strategically about their roles. This is easier said than done.

To identify the current state of the CPG industry marketing analytics and its best practices,  Shopperations conducted a benchmarking survey among marketing and analytics leaders and compared their responses in terms of KPIs tracked, data sources used, perceptions of post-promotional analytics capability and process challenges.

You can access the complete results of the study, including implications and recommendations here.

 

Survey Highlights

 

Highlight #1:

The most common reason that analytics professionals said they used analytics was to understand how marketing spend impacts sales.

The most common reasons that marketers said they used analytics were to track coupon redemptions and brand market share.

Anayltics Survey Highlight 1

 

Highlight #2: 

Marketing and analytics respondents both showed significant importance in measuring Brand Sales lift or Incremental sales.

However, analytics respondents placed a greater priority on cost per outcome KPIs.
While marketing respondents focused more on execution KPIs like coupon redemptions.

Analytics Survey Highlight 2a

 

Highlight #3:

Both marketers and analytics respondents agreed that today, analytics work takes too much time and effort.

Marketers also felt that they did not have enough people to work with their analytics.

Analytics Survey Highlight 3

 

What does this all mean?

Our survey shows that the disparity in data availability, results-centric KPIs, and the value placed in post-event analytics between marketers and analysts is a significant obstacle for marketers to explain the impact of their programs on business results.

Take a look at the complete study here  to see the rest of the results and Shopperations’ insights and recommendations in the areas of:

  • Aligning marketing and analytics
  • Data management
  • Automation and more.

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OlgaYurovski

OlgaYurovski

After more than 15 years in Consumer Packaged Goods industry, I became a software entrepreneur. Today, I design and sell Shopperations, a web-based, collaborative planning software for Marketers on both CPG and Retail sides, to enable transparency, accountability and stronger Shopper Marketing promotional analytics. I am passionate about all things Retail and Shopper Marketing, love reading about Neuroscience progress as it relates to shopper research, and care about process improvement and marketing automation technology.
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