SymphonyIRI Group Point of View

7/7/2010
Blunt Force Trauma: When Average Execution is Just That

Despite numerous analytical advances, many CPG companies today continue to utilize a “one-size-fits-all” approach to marketing and avoid the complexity associated with segmented execution. While easier and cheaper to implement, these “blunt force” go-to-market strategies put them at risk of leaving significant opportunities on the table as well as imperiling their survival during an economic period fraught with dramatic change. Learn how companies can replace “blunt force” with the grace and precision of a surgeon’s hands to achieve optimal performance and stem the loss of share.
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5/10/2010
Leveraging the Single Point of Truth in Integrated Media Campaigns

Today, marketers find themselves today in an interesting position. Over the last 2-3 years, they have experimented with digital media campaigns, expanding the scope and budget as they gained experience. Digital media budgets have grown to the point where marketers must have robust methods for demonstrating return on investment to satisfy senior executives and shareholders.
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4/13/2010
Finding the Buried Treasure at Retail

This SymphonyIRI Group Point of View reveals how advances in data granularity and user-friendly, predictive analytic tools which provide near real-time insights can change the game from a treasure hunt to a foot race—ideally one in which you are the only one on the track. Find out how using these tools can help unlock new market opportunities and snatch informed success from the jaws of uninformed failure. Discover the treasure buried inside every store, and use that information to grow your sales across your accounts and markets.
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3/15/2010
Shopper Relationship Management Delivers the Winning Hand

This Point of View reveals a new era of Shopper Relationship Management (SRM) in which speed is the differentiator that tips the odds in your favor before you even sit down at the table. Without speed you are left at the mercy of all the same factors affecting your competitors, but getting granular data well ahead of everyone else is the equivalent of seeing everybody else’s cards at the poker table. To truly stay a step ahead of shoppers and the competition, marketers can leverage the ability to understand what shoppers will do in scenarios they themselves have not yet encountered, making your marketing efforts more fact-based and faster-to-market.
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2/3/2010
Driving Growth Through the Alignment of Brand Building and Pricing Strategies

Today, many industries are undergoing seismic shifts as the American shopper continues to cut costs in ways we haven’t seen in decades. As the economy begins its shift toward recovery, boardrooms must also be nimble and be prepared to shift from their short-term survival strategies and back to long-term growth strategies. Doing this will require fact-based evidence that is accepted as truth across the organization and available in time to support critical business decisions.
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