Several marketers are still operating under data silos. While data sets are being compiled to enhance the transactional power with the goal of wanting to achieve a 360-degree consumer view, they often don’t offer the full ‘data picture’ to understand the whole consumer.
CPG brands saw a massive increase in sales during COVID-19. With consumers sheltered at home, they found comfort in traditional products and brands and discovered new brands when their favorites were out of stock. As most CPG categories experienced double-digit growth in 2020 – and CPG overall grew an unprecedented 11% - brands also saw an influx of new customers.