Authors: Marco Catena, Simon Land, Pieter Reynders, and Martino Zizioli

Many consumer-packaged-goods companies are stymied because they do not know how (or think it will be too hard) to make the leap toward much greater transparency on the true impact of promotions. The reality is that getting quick results is feasible. CPG companies are learning that the insights derived from advanced analytics capabilities enhance promotion performance—and the bottom line, as the authors explain. Marco Catena (marco_cantena@mckinsey.com) is a partner and Martino Zizioli (martino_zizioli@mckinsey.com) is an associate partner in McKinsey’s Milan office, Simon Land (simon_land@mckinsey.com) is a senior partner …Read More