Primary Solutions from CPG Navigator

 

Training Workshops & Speaking Engagements

Our on-site and online workshops change how CPG professionals prioritize and collaborate to take action on insights delivered.  Currently offering significant discounts for academic institutions.  Select Workshop Topics:

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• Measuring the Value of Insights & Recommendations

• Broadening Your Awareness of CPG Resources

• Getting the Most from Your Data Suppliers (External data suppliers are encouraged to attend.)

• “Other” Places to Look for Growth Opportunities

• CPG Fundamentals (for those new to the industry)

• Learning from Case Studies

• Making Your Recommendations More Persuasive

• Asking Better Research Questions

• Customized Training on Key Industry Topics

 

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Short-Term Staff Augmentation

Our team members bring a wide variety of advisory and analysis expertise using POS, consumer panel, trade, and media data to support our CPG clients.  Examples of Key Skills Available:

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• Advanced POS Analysis

• Advanced Consumer Panel

• Trade Funds Management

• Media Strategy

• Digital Marketing Strategy

• Social Media / Influencer Strategy

• Ecommerce Strategy

• Google Analytics

• Building Report Templates

• Transitioning Between Data Suppliers

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Insights Utilization Assessment

We show sales and marketing teams how to drive more value from data partners like NielsenIQ, IRI-Circana, Numerator, and others. 

 

How it works:

1 - Schedule 1-hour calls with leaders driving brand insights

2 - Conduct assessment interviews

3 - Present assessment document 4 days later

4 - Conduct a 60-day follow-up call to determine impact on processes

 

Link to Sample Assessment

 

Below is a small sample of some audit dimensions measured for consumer brands:

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• Utilization of Insights & Recommendations

  • Dollars Spent on Data Resources per Documented Recommendation

  • Average Dollar Potential per Recommendation

  • “Action vs. Rejection” Ratios Across Recommendation Types

  • Average Number of Insights/Recommendations per Data Resource User

  • Data Resource Spend Per Brand Retail Dollar, and Per Unit Sold

• Seasonality

  • Top (and Worst) Category Sales Weeks

  • Weeks with My Highest/Lowest Brand Share

  • My Brand’s Share on Top Category Weeks

  • Retailers with Highest/Lowest Seasonal Spikes for My Category/Brand

• Retail Promotions

  • Category’s Average Weeks Retail Promotions Per Year

  • Retailers Promoting My Category Least Frequently

  • Retailers Under-Promoting My Brand

  • My Feature Ads with Highest/Lowest Pricing

  • Percent of my Feature Ads Shared with Competitors

  • Promo Spend Per Incremental Unit

• Retailer Pricing

  • Retailers with Highest/Lowest Pricing on my Top Items

  • My Largest Price Gaps Vs. Competitors

  • Price Variation Across Retailers for My Brand vs. Competitors

  • Estimated Dollar Value of Each Price Adjustment Recommendation

• Assortment/Distribution

  • Competitors with the Most Distribution Changes This Month

  • Retailers Removing My Items This Month

  • Brands with Most Distribution Gains/Losses

  • Competitors with Distribution Gains at My Expense

• Consumer Dynamics

  • Brands with Largest Changes in Penetration, Buying Rate, Frequency, Purchase Size

  • Percent of Brand Sales from Heavy Buyers Vs. Loyal Buyers

  • Buyer Turnover Rate Across Brands

• Other Dimensions Measured:

  • Insight & Recommendation Quotas

  • Scorecards Vs. Ad Hoc Reporting

  • Report Timing Expectations

  • Archiving Data and Insights

  • Documenting “Failed” Recommendations​