It seems like December is the time of the year that many people make predictions about the year to come. While I have my opinions, I’ll leave the prognostications to the analysts and pundits ... my only prediction: some of them will be right, and most of them will be wrong. In lieu of fortune telling, however, I’ve pulled together a roundup of five must-read reports from 2014 that I believe provide 1) good research; 2) good insight and guidance; or 3) a good mix of both.
A collaboration between the GMA, BCG, Google, and IRI, this report reviews the key trends reshaping the CPG sector in regards to digital commerce. Specifically it provides answers to a set of strategic and operational questions including: how deep and fast things will change, who will win and lose, and how should CPG companies adapt to capture growth? It also provides guidance with respect to managing a near-term future where digital represents up to 50% of annual growth.
This report from Strategy&, formerly Booz and Company, now part of PwC, provides information related to the increasingly complex CPG environment – specifically around changes in consumer behavior, the emergence of smaller competitors, and the proliferation of retail formats. It’s best elements are the commentary around six adaptations that it recommends CPG companies should consider:
A technology-focused view, this report from Accenture provides relevant and well-presented information related to three disruptors and three enablers that will impact CPG companies.
A bi-annual report from the Fuqua School of Business at Duke University, with support from the American Marketing Association and McKinsey & Company, the CMO Survey delivers great current and historical data related to the marketing discipline. Information split by industry vertical, company size, and marketing channel make this report extremely valuable as a tool for benchmarking.
This report from the IAB, produced twice per year, provides seminal data related to digital advertising. Considered the most accurate measurement of Internet and online advertising revenue, because the data is compiled directly from information supplied by companies selling advertising online, the report breaks down information by channel, provides historical data, and includes analysis, benchmarks, and insights into marketing trends.