Data is at the heart of brand marketing strategies: to know your customers or consumers, to address them in a personalized way, to adapt your offers, to better target your prospects… FMCG brands are no exception. : their marketing strategy must be data driven.
In particular, it is a question of first-party data: that is to say, data which the company owns, those which it can exploit on its behalf. Collecting and using first-party customer data is a major challenge for consumer brands, because their relationship with consumers is mediated by distributors.
So how can FMCG (fast moving consumer goods) brands collect this first-party data about their consumers? What marketing devices make it possible to do this? For what purposes? And how can this consumer data be put to use?
