Better measurement begins with better data. In the era of Big Data, CG companies need to identify which data provide the best insights into consumer behaviours and interactions with their brand or the product categories in which they compete (see sidebar, page 12). Then they need to ensure that the right processes and tools are in place to capture and analyse these data. Strategic partnerships will continue to play an important role as the consumer marketing efforts of CG companies mature. The nature of these relationships—with retailers, marketing services fi rms and technology providers—must evolve to accommodate new cross-channel.
