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Consumer packaged goods (CPGs) are transitioning from a post-pandemic surging consumer demand for many products (driving revenues and profitability) to experiencing inflationary pressures (a tightening from the consumer and steep costs). CPG firms are utilizing more data to drive business decisions ranging from marketing, advertising and product innovations. They are using new materials, adding functional attributes, and transforming packaging to meet sustainability mandates to take cost out of products.
CPG firms are looking to build audiences using data clean rooms and measure campaign effectiveness. That’s essential because CPG firms need to optimize spending across all channels where every dollar counts. Ecommerce, which now represents 10% or more of CPGs’ business in the United States, is growing fast. Amazon Web Services (AWS) has seen the use of clean rooms take cost out of marketing operations while still achieving revenue targets through greater productivity and effectiveness.