The state of data-driven decision-making for CPG brands: How marketers are finding the clearest data signals to maximize advertising effectiveness

The State of the Industry report from NCSolutions illustrates how brands and agencies harness purchase data to enhance advertising strategies, especially in the competitive CPG sector. A survey of 90 industry professionals revealed that data-driven insights significantly boost campaign performance and support a range of objectives. Despite these benefits, challenges in attribution and measurement still persist, undermining potential gains. Brands predominantly utilize digital advertising for awareness, with many also focusing on customer acquisition and retention. The report highlights ongoing efforts to optimize data usage in alignment with consumer behavior patterns.

"Given our consumer obsession, we're always evaluating insights around who our current and growth consumers are, and understanding the accuracy and value of different data sources to target them."

"Understanding the performance of those data sources, audience signals and audiences overall at a faster pace remains a growth area for the industry, especially when that pace isn't always in line with consumer behavior."

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