As Digital Ad Spend Grows, CPG Marketers Still Struggle With Data Scarcity

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Damian Garbaccio, executive vice president at Nielsen Marketing Cloud. We all know that consumer packaged goods (CPG) companies spend a lot on advertising. In the US alone, CPG and consumer products advertisers will spend nearly $6 billion on digital advertising in 2016, according to eMarketer. Despite this investment and the eventual payoff of driving brand awareness, CPG marketers face an immense challenge today: customer data scarcity. Many CPG brands don’t own or have access to customer purchase data – retailers and channel partners do, but they are hesitant to part with it. Yet sales data is the golden goose of effective marketing.  A brand’s sales…


Link to Full Article: As Digital Ad Spend Grows, CPG Marketers Still Struggle With Data Scarcity