The Procter & Gamble Co. is leveraging predictive analytics in an effort to gain a complete view of customer attitudes and preferences about its products.
Results Logistic regression analysis showed that more positive perceptions of the food shopping environment were associated with greater consumption of fruits and vegetables. There was an increase of approximately twofold in the likelihood of consuming three or more fruits and vegetables daily per level of satisfaction ascribed to the shopping environment. This association was independent of perceived cost, store type and sociodemographic characteristics.
Watch for a wave of experimentation from brands seeking to tap new opportunities to extend their message and create a new channel for everything from coupons and loyalty rewards to education and entertainment.
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