Did you know that several brands spend enormous amounts of their annual budget on Ramadan advertisements? This is due to Ramadan being considered a “primetime” for promotional activities. With this kind of investment, it is paramount to actually test whether the money spent reaped the expected rewards. Which leads to the role of post ad…
According to multiple reports, nearly 90% of new products struggle to compete effectively against similar offerings—a sobering reality for any brand leader. Even notorious titans aren’t immune to the risks of a flawed process: Kodak and Nokia famously faced bankruptcy after failing to pivot, and Ford’s “Edsel” remains a cautionary tale after suffering a gargantuan…
In a fiercely competitive landscape like the consumer goods industry, businesses that fail to adopt a clear growth strategy are exposed to multiple risks that can hinder their performance. These risks include financial instability, missed opportunities, and stagnation. That’s why it’s crucial for businesses in such a dynamic market to adopt data-driven growth strategies to…
Due to the complexity of information flows — from pulling reports to generating insights — many teams (including CRM, Product, and Revenue) feel discouraged. As a result, they ask fewer questions moving forward. While many firms rely on a central analytics team to manage requests across departments, handling everything through one function often creates bottlenecks.…
It is not accidental that ads spike every Ramadan and businesses compete to be top of mind—especially within the GCC and Arab countries. This can be due to several business reasons, such as generating more revenue, getting more attention, and so on. It has been recorded that shopping sessions within the UAE, Saudi Arabia, and…
Building an effective promotional strategy is crucial for several reasons. An efficient promotional strategy helps businesses make informed, critical decisions. In this guide, we’ll show how an Australian pesticide brand used our predictive modelling decision-support tool, SmartShopper™, integrating it with its historical data to develop a more effective promotional strategy. In this case, we’ll cover what…
Brand growth in 2026 is no longer shaped by straightforward tactics or isolated strategies. What once felt manageable has evolved into a complex, interconnected landscape where success depends on seamlessly aligning multiple commercial, marketing, and consumer-facing decisions—not treating them as separate workstreams. The global FMCG environment has become tougher, more unpredictable, and far more competitive.…
The year 2025 exposed a critical vulnerability in the Fast-Moving Consumer Goods (FMCG) sector:the growing gap between possessing vast amounts of data and the ability to translate it into decisive, profitable action. Commercial teams found themselves drowning in a sea of spreadsheets and disconnected systems, leading to analysis paralysis just as market pressures intensified. It…
The Pilot Illusion AI-powered platforms and cloud-native analytics are transforming the way fast-moving consumer goods (FMCG) companies operate. Yet, with this ease of digital enablement comes a unique challenge. Pilot programs are easier to launch than ever, and while they often generate early excitement, they frequently fail to produce lasting value when scaled. This is…
Across Europe, tech firms are accelerating ahead, powered by real-time data, agile planning cycles, and automated decision-making. In contrast, many FMCG companies remain stuck in outdated operational rhythms. They rely on quarterly reports, fragmented market insights, and siloed departments, leaving them slow to respond to rapidly shifting consumer demands. Why insight strategy is the missing…