Integrating consumer demand to improve shipment forecasts has become a high priority in the consumer packaged goods (CPG) industry over the past several years. Until recently, many factors such as data collection and storage constraints, poor data synchronisation capabilities, technology limitations and limited internal analytical expertise have made it impossible to either integrate with consumer demand or link to shipment forecasts.
With improvements in technology, data collection and storage, along with improved analytical knowledge, CPG companies are now looking to integrate consumer demand with their shipment forecasts to capture the impact of marketing activities on shipments.
- Consumer packaged goods terminology
- What is multi-tiered causal analysis?
- Consumer Demand vs. Factory Shipments
- The Shipment Forecasting process
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