Consumer Goods Companies Need Analytics to Compete

The fierce competition in the Consumer Goods (CG) industry and increasingly demanding customers have ensured that CG companies have to work hard to capture their mind and wallet share. In this background, analytics is gradually becoming a useful weapon for CG companies.

Wipro recently partnered with Consumer Goods Technology (CGT) publication to survey the use of analytics in the CG industry and where efforts to transform data are most successful. One of the biggest challenges companies face in implementing analytics is determining the timeliness and granularity of the data needed.

Wipro found that almost one-third are focused on providing predictive analytics and the remainder is split between business insights, business process improvements and data services. One of the most important consumer outreach initiatives for many companies involves social media, which can generate enormous volumes of structured and unstructured data.

For more details on the results of our survey, read our article, 'Making an Impact with Analytics: A requirement to stay competitive.'

In the recently concluded CGT Sales and Marketing summit in NYC, Wipro sponsored a round table discussion and a panel session on shopper insights. Organizations feel getting right talent for strengthening the "Consumer insights" group is not easy. People with right skills include those who are curious, have the ability to handle unstructured information, and a consulting bent of mind with mathematical background.

It was interesting to note that 23% of people time is spent on Mobile media but only 1% of Ad money is spent for advertising on Mobile devices, a big opportunity to shift spend from Print to online/mobile buckets.

About the Author

Hiral Chandrana is Sr. Vice President & Global Head for Business Application Services (BAS) in Wipro with end-to-end responsibility for the Applications related strategy, development, implementation and management. BAS is Wipro’s largest Service Line and the portfolio includes following areas across all business units:

Enterprise and Cloud Applications: SAP, Oracle, Salesforce, IBM and Microsoft
Differentiated Offerings: Enterprise and Cyber Security, Enterprise and Solution Architecture
Omni-Channel & Mobile Commerce: Customer Experience, eContent Mgt, and Collaboration
Technology Practices: Testing, Business Process Management and Enterprise Integration

Hiral has extensive experience in P&L management, leading Global Teams and Delivery, Executive Relationships, Large Complex Pursuits, and growing Applications, Infrastructure, Analytics, BPO, PLM businesses in Retail, Manufacturing, Consumer Goods and Life Sciences. He is an active member at leading forums including CGT, GMA & developed partnerships with SAP, Oracle, Microsoft, CISCO, etc.

Prior to the current role, Hiral was VP & Global Business Head for Consumer Industries in Wipro with end-to-end P&L responsibility including Delivery, Sales, & Solutions. He also played leadership roles as US Head for Retail, Consumer Goods, & Transportation and Americas Head for Business Technology Services at Wipro where he won multiple awards. Before Wipro, he had progressive client/program management roles with Electronic Data Systems (EDS), Parametric Technology Corp. and Tata Motors.

Hiral is based in the US for the last 21+ years managing long term strategic customer relationships with global organizations, driving transformation initiatives and leading large teams. He has published various thought leadership papers and articles through his career. Hiral has an Engineering background, with a Master of Science (MS) from Washington State University and Executive MBA from Iowa State University.

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