The Customer Data Platform: The New Table Stakes for CPG Companies

2020 saw an almost overnight digital transformation in every industry. Enterprise organizations everywhere had to reimagine how they served, delivered, and connected with consumers, and many found great success with transformations, likely never to return to the technology standards of pre-pandemic days.

At the same time, consumer expectations have shifted. In-store, physical interactions gave way to speedy digital interactions. This always-on customer service has intensified the demand for better, more personalized customer experiences.

All of these shifts have been especially true in the consumer-packaged goods (CPG) industry. In the last year, the mass-produced, mass-marketed industry saw increased competition from Direct-to-Consumer (DTC) brands, tested the strength of consumer relationships, and exposed weaknesses in data and analytics usage — all of which is fueling the need for smart decisions around technology investment.

In our latest white paper, The Customer Data Platform: The New Table Stakes for CPG Companies — done in partnership with Treasure Data — we set out to explore the rise in DTC brands, changing customer expectations, their impact on CPG companies, and how customer data platforms could be the solution many organizations are searching for.

In this white paper you’ll learn:

  • An understanding of the impact of the rapid digital transformation the defined 2020 on enterprise organizations especially those in the CPG industry
  • The direct-to-consumer trends that are shaping the marketplace in 2021
  • The challenges that many CPG companies are facing
  • How the need for better data storage and organization is driving investment
  • Why CDPs are the new ‘must-have’ technology

Customer expectations are evolving, and enterprise organizations must evolve along with them. If you are interested in learning more about how the right technology investment can transform your organization, download your copy of The Customer Data Platform: The New Table Stakes for CPG Companies today.

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At Futurum Research our three key focus areas are research, analysis, and insights. We also provide a full offering of advisory services geared towards helping organizations adapt to new technologies and operationalize digital transformation, along with other services through our sister companies Broadsuite Media Group and V3 Broadsuite.

About the Authors

Daniel Newman is the Principal Analyst of Futurum Research and the CEO of Broadsuite Media Group. Living his life at the intersection of people and technology, Daniel works with the world’s largest technology brands exploring Digital Transformation and how it is influencing the enterprise. Read Full Bio

Shelly Kramer is a Principal Analyst and Founding Partner at Futurum Research. A serial entrepreneur with a technology centric focus, she has worked alongside some of the world’s largest brands to embrace disruption and spur innovation, understand and address the realities of the connected customer, and help navigate the process of digital transformation. She brings 20 years' experience as a brand strategist to her work at Futurum, and has deep experience helping global companies with marketing challenges, GTM strategies, messaging development, and driving strategy and digital transformation for B2B brands across multiple verticals. Shelly's coverage areas include Collaboration/CX/SaaS, platforms, ESG, and Cybersecurity, as well as topics and trends related to the Future of Work, the transformation of the workplace and how people and technology are driving that transformation. A transplanted New Yorker, she has learned to love life in the Midwest, and has firsthand experience that some of the most innovative minds and most successful companies in the world also happen to live in “flyover country.”