Consumer goods companies have a complex business model that includes several stages. The final product goes through many phases as it starts from the factor and reaches the hands of the customers. Data is available at each phase that can be extracted, analyzed, and implemented to improve the business models. For instance, the following information can be fetched from different checkpoints of products.

Shipment data: This data is complex and includes information about the products from warehouse to distributors. For products that are directly shipped to the consumers, shipping data can provide more direct insight into market trends and customer preferences.

 Scan track: Scan tracks are often maintained at the retailers' point of sales. It serves as the eye and ear of the company at the retail points. With real-time scan tracking and data analytics, you can identify systematic flaws and address them quickly to improve sales continuously.

Surveys: Surveys are often collected on the field. These present quantitative and qualitative data that reflects customers’ response to different products in different segments Panel data: Another way to get the customers’ response is to use household panel data. This data is related to the registered customers and provides information about their purchase activities and helps develop retention, up-sale, and cross-sale strategies.