Kirti Singh, Procter & Gamble’s chief analytics and insights officer, is no stranger to disruption.
As the head of P&G’s efforts to employ data, analytics, behavioral science and visualization tech in understanding – and responding to – evolving consumer habits, Singh is aware of the multiple forces that are transforming old business (and marketing) realities.
Some of these shifts, he reported, include the following:
- “Thousands of startups form every day.”
- “Digital media keeps growing, but trust is eroding.”
- “TV reach keeps declining, but over-the-top streaming services are expanding.”
- “Retail is transforming through ecommerce, while omni-retailers create new services, including media...