Optimizing promotions to more effectively partner with customers and drive category growth is a priority for CPG organizations right now.  With companies having invested heavily to ensure the right tools and data are in place, they need to be more strategic in considering the following:

* With the continued to growth in eCommerce and Direct to Consumer, how to ensure promotions are being allocated across channels

• With market volatility only increasing in the future, how to shift from away from an historical based promotional strategy that simply emphasizes year-over-year planning and top-line growth
• With consumers spending less time in stores and more online, how to stand out in an increasingly crowded digital shelf