Overline Consulting in ANA Knowledge Partners: “How CPGs Are Using Data in the Real World”
ANA Marketing Knowledge Center | October 25, 2026
Most CPG companies already have plenty of data. What separates the leaders is clarity about which decisions that data should improve. In this ANA Knowledge Partners piece, Overline Consulting’s Javier E. Rodriguez-Horta looks at five ways CPGs are turning data into decisions: consumer understanding and product innovation, media investment, retailer intelligence, practical personalization, and predictive planning. He draws on examples from Procter & Gamble, Nestlé, and Coca-Cola. His conclusion is that the real opportunity isn’t collecting more data. It’s building the governance and cross-functional capabilities that turn reliable signals into faster, better commercial outcomes, especially as AI raises the stakes on data quality.
Read the article on ANA.net (ANA member access)
