Marketing Information Systems From a CPG Industry Perspective

(CPG) organizations have typically invested in inward-looking information systems, such as supply chain and finance, and have shied away from market information systems. While the existing information systems deliver results to a large extent, there are limited additional benefits that these systems can offer, which leads organizations to consider new focus areas. One area is marketing information systems. This paper discusses the information needs of the marketing function in a typical CPG organization and various marketing metrics and sources of the information of interest. It also discusses the kinds of challenges in putting together the information in a holistic manner.