Old: Complimentary Practices for Today’s Consumer Reality
& Consumer Affairs, Clorox
newspaper add’and win with consumers. Now, it’s all different for the CPG
industry. The, retailers led.
which we compete.
also increasing support our products on many e-tail channels.
Sense & Respond marketing. We have a
cross-functional team that includes a data scientist, an analyst, and insights
person as well as technologists, and others. We are a prototype.
we saw that we moved from an aggregated, rear-mirror view of consumers, into a
dynamic, predictive, custom view of each consumer.
application of this framework means that ‘innovation is hard, you have to be
bold, take risks, and challenge the things we think we know,’ a quote from Carl
Bass, CEO of Autodesk, Inc.
to basics: Revisit the scope of insights; redefine what it means.
visits. Look at competitors. Play beyond the strategic cloud. Immerse yourself
in what the consumer sees. Next, make allies within the organization. Find
their pain points. Build a rapport.
innovation is not dead. Marketing technology can be a significant enablers of
these new sources of truth, this new world of data. Turn attitudinal segments on its head. With
big data, they were able to help the Britta brand test four distinct campaigns
to test, then analyze the results. The exercise had the team re-imagine
targeting, segmentation, and attitudinal work.
Insights, always on.
Leverage your business partners. Give them voice. Establish a collaborative
partnership. One-and-done insight creation is a thing of the past. Start with a
hypothesis, and then turn it into a playbook for generating on-going insights. Gather
Insight curation, not just creation
customer-centricity. Data is profuse and prolific. The explosion of Martech
means that data is accessible to everyone.
Let’s be messy
Maintain reasonable expectations
Keep an open mind
Data quality is still a top priority
Make friends internally
Get support of senior leaders
unlearning and learning new ways. The goal is to make this the default practice
managing partner of the Southern Growth Studio, an innovation and strategic
growth firm based in Memphis, TN. Visit www.southerngrowthstudio.com to learn more.