Archive for: April 2012

Category Management Series Tip #13: How to Increase The Value Of Your Shopper Insights

 I find that many organizations hold their shopper insights under lock and key, sharing the learnings only with a select few within their organization.  It takes me back to the first 10 or 15 years in category management, where the data, the learnings and the analytics were closely guarded secrets within organizations.  The category management team was the only one with access to the data, and they used their software and analytics to magically transform data into insights and action.  Unfortunately, some organizations continue to function this way.  But the …