In the highly competitive FMCG sector, adopting a data-driven approach is essential for staying ahead. Without their own retail outlets, FMCG brands often struggle to measure the true impact of their marketing efforts, especially as the consumer journey is fragmented across numerous touchpoints and influenced by both online and offline factors. Non-media elements, such as price sensitivity, the “price distance” between products and competitors and seasonality (e.g., festive periods), play a crucial role in driving sales. While traditional media builds brand awareness and mental availability, its immediate impact on sales can be difficult to measure, making it essential to optimise marketing strategies across multiple channels.
Objective Platform helps FMCG companies tackle these challenges by providing full transparency into marketing performance, integrating data from diverse sources including POS systems, online platforms and seasonal promotions. Using advanced Marketing Mix Modelling (MMM), we offer a clear view of how each marketing driver, including media spend, pricing and promotions, impacts both short-term and long-term sales. Our platform not only helps brands optimise marketing investments, but also highlights key levers such as consumer price sensitivity and competitor activity—ensuring you understand how each factor influences your brand.
The FMCG consumer journey is complex and often driven by impulse buys, frequent purchases and highly competitive pricing. By integrating data across various channels, we enable FMCG brands to break down silos, understand shifting consumer behaviours, and adapt rapidly. This comprehensive approach allows brands to optimise budgets, enhance performance, and maximise ROI in a fast-moving global marketplace.
