Top-lines and Additional References

 

To request access to additional research content or to provide feedback or comments, please email: innovationbigdata@deloitte.com.

To make a request for an executive overview and debrief on the research with your company's senior leadership and / or if you would like to discuss your company's specific needs as it pertains to the Formula for Growth: Innovation, Big Data, and Analytics please email Marcus Shingles, Principal – CP Enterprise Innovation & Analytics Leader. To contact a Deloitte specialist specific to a functional area please see the functional top-lines and related Deloitte practice leaders below:

Sales & Trade

Innovation, Big Data, and Analytics are transforming Sales, Pricing and Trade Promotions in Consumer Products.  Advances in these areas are improving the granularity and timeliness of insights; enriching the engagement with shoppers and consumers; and expanding the aperture of collaboration with retailers.  Value creation opportunities are now truly shared by the manufacturer, retailer and shopper – creating a win-win-win trifecta.  Below are several examples of new opportunities within Sales, Pricing and Trade Promotions:

  • More agile design and execution of price and promotions  using shopper recognition and tracking data that enhances understanding of purchase behavior
  • Deeper collaboration with retailers and engagement with consumers using digital trade tactics through the web, mobile, and social channels
  • More granular deployment of content, offers, and promotional tactics using interactive in-store displays, fixtures, and other engagement channels

For more information about how Big Data can impact the sales & trade function, please contact Kim Porter, Principal, CP Commercial Leader (kporter@deloitte.com)

Additional References

  • Bob Bahramipour, CEO of Gigwalk, Shares Crowdsourcing Innovation with GMA
  • Vijay Sundaram, CMO of SocialTwist, Shares Social Advocacy Innovation with GMA
  • Jonathan Treiber, CEO of Revtrax, Shares eCoupon Innovation with GMA
  • Alistair Goodman, CEO of Placecast, Shares eCoupon Innovation with GMA
  • Steve Carpenter, CEO of Endorse, Shares Self-Reporting Innovation with GMA
  • Jeff Sampson, CEO of Upside Commerce, Shares eCoupon Innovation with GMA
  • Jeff Sellinger, CPO of Shopkick, Shares Gamification Innovation with GMA

Mergers & Acquisitions

Big Data can enhance organizations’ abilities to identify, plan for, and execute M&A transactions. Through the integration of existing and emerging data assets, it will become less cumbersome to build effective decision making models supporting M&A activities. Below are several examples of new insights within M&A that are being enabled by Innovation, Big Data, and Analytics.

  • Enhanced ability to derive insights into prospective M&A scenarios enabling expedient screening of acquisition targets
  • Once selected, ability to utilize Big Data Analytics to expedite or allow greater depth of analysis during due diligence
  • Upon closing an M&A deal, enhanced ability to plan for and execute synergy realization

For more information about how Big Data can impact M&A, please contact Larry Hitchcock, Principal, CP M&A Leader (lhitchcock@deloitte.com)

Marketing

CPG marketers have long looked to data to inform the many complex business decisions required to grow their brands and drive sales. However, marketers have historically been constrained when it comes to direct, one-to-one marketing with their consumers. This allows new levels of insights into who a manufacturer’s target consumers are, what they like, and how best to engage them. Below are several examples of new insights within marketing that are being enabled by Innovation, Big Data, and Analytics.

  • Insights into who the specific consumer is at the moment they are encountered through a digitally enhanced marketing touchpoint. This can include mobile, social, web, or even physical marketing channels
  • Enhanced understanding of how best to reach a specific consumer based on their device preferences, shopping habits, life habits, etc.
  • Enhanced to ensure the individual relevance of each marketing message or offer based on historical consumer behaviors and preferences

For more information about how Big Data can impact the marketing function, please contact Ed See, Principal, CP Marketing Leader (edwsee@deloitte.com)

Additional References

  • From Mad Man to Superwoman: The Inevitable Rise of the CMO in the Era of the Empowered Customer (link)
  • Steve Carpenter, CEO of Endorse, Shares Self-Reporting Innovation with GMA
  • Tom Trenta, CEO of Over the Shoulder, Shares Self-Reporting Innovation with GMA
  • Jeff Sampson, CEO of Upside Commerce, Shares eCoupon Innovation with GMA
  • Catherine Havasi, CEO of Luminoso, Shares Social Analytics Innovation with GMA
  • Justin Massa, CEO of Food Genius, Shares Data Aggregation Innovation with GMA
  • Vijay Sundaram, CMO of SocialTwist, Shares Social Advocacy Innovation with GMA
  • Jonathan Treiber, CEO of Revtrax, Shares eCoupon Innovation with GMA
  • Alistair Goodman, CEO of Placecast, Shares eCoupon Innovation with GMA

Supply Chain

Over the past few decades, technologies such as ERP systems and production line sensors produced operational data assets that allowed supply chain professionals to make informed business decisions. Moving forward, digital and technological advances will continue to drive the growth of internal data assets as product-level sensors and machine-to-machine communication becomes more prevalent. As CPG manufacturers contend with far more complex global value chains, the ability to measure, collaborate, and adapt will be critical. Below are several examples of new insights within supply chain that are being enabled by Innovation, Big Data, and Analytics.

  • Enhanced ability to effectively collaborate across the value chain to increase product availability, reduce cost, and improve quality
  • Enhanced predictive capabilities to monitor complex sourcing relationships, mitigate risks, and cost-effectively manage inputs to the manufacturing process
  • Ability to detect early warning signs of product quality and safety issues before they impact the consumer – or if already impacting the consumer – mitigate the ultimate financial and brand impact
  • Enable enhanced insights into product quality across the supply chain allowing the manufacturer to dynamically control which products make it to the shelf

For more information about how Big Data can impact the supply chain function, please contact Adam Mussomeli, Principal, CP Supply Chain Leader (amussomeli@deloitte.com)

Additional References

  • PepsiCo & Safeway Collaborate on Out Of Stocks at Deloitte's HIVE (Highly Immersive Visual Environment)

Workforce

Since labor represents one of the largest expenditures on a company’s P&L, gaining visibility into the drivers of workforce performance is crucial for maximizing that investment. There is a significant opportunity to leverage new data assets from emerging digital innovations (e.g., social media and gamification) and the ability to synthesize disparate data sources (e.g., talent management systems and ERP data) to further enhance the CPG manufacturer’s ability to attract, hire, and retain top talent. Below are several examples of new insights within workforce management that are being enabled by Innovation, Big Data, and Analytics.

  • Enhanced insights into who to recruit and how best to close the right candidate
  • Insights into the drivers of employee productivity and best tactics to drive overall employee engagement within the organization
  • Increased understanding of the most effective retention techniques by location, job category, individual, etc.
  • Enhanced predictive insights into future workplace safety issues

For more information about how Big Data can impact the workforce, please contact Russ Clarke, Director, Workforce Analytics Leader (rclarke@deloitte.com)

Retail

From the introduction of grocery POS in the 1980’s to the emergence of loyalty cards in the 1990’s, retailers have attempted to use data in collaboration with manufacturers to make better decisions regarding merchandising and store operations. In recent years, new technological and digital innovations have emerged that are introducing fundamentally new data assets that can transform various aspects of the retail environment. Below are several examples of new insights within retail that are being enabled by Innovation, Big Data, and Analytics.

  • Enhanced understanding of the shopper path to purchase
  • Insights into the drivers of a positive shopper experience
  • Insights into potential operational improvement opportunities within the store

For more information about how Big Data can impact retail, please contact Tom Compernolle, Principal, Retail Practice (tcompernolle@deloitte.com)

Additional References

  • Alfonso Perez, CEO of Shopperception, Shares In-Store Monitoring Innovation with GMA
  • Rajeev Sharma, CEO of Videomining, Shares In-Store Monitoring Innovation with GMA
  • Jeff Sellinger, CPO of Shopkick, Shares Gamification Innovation with GMA

Finance

As the Consumer Packaged Goods industry builds Big Data capabilities, CFOs must consider the impacts to the Finance function as well as how Big Data will improve shareholder value.  When considering Big Data and analytics from a CFO’s perspective, the question becomes whether these capabilities can create a competitive advantage and drive increased financial performance. In discussions with those in the industry, Deloitte found that many are uncertain about how Big Data impacts the CFO’s organization and what role Finance leaders should play. Through this research, Deloitte has developed a strong understanding of how Innovation, Big Data, and Analytics will transform the role of finance leadership and impact the financial performance of companies in the marketplace.

For more information about how Big Data can impact finance, please contact Tom Bendert, Principal, CP Finance Leader (tbendert@deloitte.com)

Additional References

  • Putting intelligent insights to work: CFOs can use analytics to drive bottom-line growth (link)
  • UBS Investor Analysts share their perspective on how Big Data is perceived by investors
  • CFO Insights:  Making Decisions that Matter (link)
  • The Role of the CFO in an Analytics-Driven Organization (link)
  • The CFO’s Role in Moving from Customer Analytics Insight to Action (link)