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EXECUTIVE PERSPECTIVE

 

The New Era of Personalization

Why CPG brands must own the direct-to-consumer experience 

Direct-to-consumer (D2C) model provides direct access to consumer data and it is crucial for CPG companies to build a robust foundation in digital technologies to gather insights. Going D2C in the CPG industry calls for meticulous planning and channel management strategies to avoid conflict among various channels. Before embarking on the D2C journey, CPG companies must orient their D2C goals with organization’s strategic priorities. This is where a Chief Digital officer (CDO) plays a pivotal role in developing the right organizational capabilities and orchestrating the D2C implementation.

In this executive perspective, Sudhakar Gudala, Vice President and Global Head, CPG and Distribution Unit, shares his views on how CPG brands can establish meaningful connect with consumers by leveraging the D2Cmodel. This collaborative thought leadership article also includes viewpoints of research scholars, John R. Hauser, Kirin Professor of Marketing at the MIT Sloan School of Management and Artem Timoshenko, Ph.D. Scholar, MIT Sloan School of Managementon mining online user generated content (UGC) effectively using machine learning techniques.

Sudhakar Gudala

Vice President and Global Head, CPG and Distribution, TCS

John R Hauser

Kirin Professor of Marketing at the MIT Sloan School of Management

Artem Timoshenko

Ph.D. 2019, MIT Sloan School of Management

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