All articles by Sarah Williams

Sarah Williams

Advanced analytics and predicting market trends in FMCG

Knowing which way the wind is blowing – and which way it will blow in the future – is the kind of crystal ball information most companies crave. As one editor in the publishing industry put it, “Editors don’t know which book is going to be the next Harry Potter. If we did, we’d be rich enough to quit!”

How smart predictive analytics is shaping product development

With the market being so fast-paced, how can marketing and product development teams best use data collection and analysis tools?