Radha R would like to thank Rahul Mohandas for contributing this month’s column. (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 month’s column 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 will also discuss the kinds of challenges in putting together the information in a holistic manner.

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