Preparing for a New Era of Consumer Data

Your company is swimming — nay, drowning — in consumer data. Thanks to new and emerging digital and data-collecting technologies, each of your divisions, brands, and product units is being inundated with consumer data sources from advertising, promotions, outside agencies, loyalty programs, focus groups — and from physical retail and online selling partner and platforms. 

Much of a company’s data inundation is often siloed within divisions, marketing, branding, and product units. These business units either consider the data they generate and collect proprietary or, because there is no overall corporate data policy, lack the wherewithal or methodology to effectively share their data or act on it successfully as a unit or company. Executives not inculcated in consumer data analysis are often frozen by the sheer volume of it or frustrated by conflicting data interpretations and conclusions.

So how can a company leverage the flood of new consumer data generated throughout an organization?

Read the rest of this report here at Consumer Goods Technology (you might have to supply your contact information first).

About Stewart Wolpin

I have been writing about consumer electronics for four decades, including news, reviews, analysis and history for a wide variety of consumer, niche and trade outlets. For the Consumer Technology Association (CTA), I annually update the industry's history and write the official biographies of the CTA Hall of Fame inductees. Aside from writing about consumer technology for a variety of consumer, tech and trade publications, I write a blog and do market research for Digital Technology Consulting. In the non-tech world, I have written "Bums No More: The Championship Season of the 1955 Brooklyn Dodgers" and "The Rules of Neighborhood Poker According to Hoyle." Check out my work at
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