AI in FMCG: The top use cases transforming global brands
Eight AI use cases global FMCG brands run today, from pricing to agentic AI, and why they need one causal model.
ArticleGrowth PlanningCausal AIUnified MarketingGrowthCausalityCMO
Enterprise Decision AI Resources & Blog | DATA POEM
Guides, case studies and research on Enterprise Decision AI, causal modeling and unified growth planning from DATA POEM.
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AI for CPG: How to plan across every retailer at once
How CPG brands use causal AI to plan trade and retail-media investment across Amazon, Walmart Connect, and Kroger in one model, not three.
ArticleGrowthCausalityCPGCMOPOEM365Causal AIEnterprise Decision AIUnified MarketingGrowth Planning
How to optimize your marketing budget: A data-driven playbook for CMOs
A CMO's playbook for reallocating an existing marketing budget by causal contribution, defending it to the CFO, and holding it in a downturn.
ArticleGrowth PlanningUnified MarketingCausal AIGrowthCausalityCMO
Incrementality testing: What geo and holdout lift tests measure, and where they fall short
What geo lift and holdout incrementality tests actually measure, where each falls short, and where always-on causal measurement fills the gap.
ArticleCausalityCausal AIPricing & DemandForecastingEnterprise Decision AI
Predictive analytics vs causal AI: why knowing "what will happen" isn't enough
Predictive analytics tells you what will happen; causal AI tells you what to do about it. The methodology difference, and when each one fits.
ArticleCausalityCausal AIEnterprise Decision AIGrowth PlanningData OfficerForecasting
How does causal AI replace traditional analytics for enterprise revenue decisions?
See the mechanism behind causal AI's replacement of MMM, MTA, and forecasting models for enterprise revenue decisions, and where each still falls short.
ArticleCausalityForecastingFOUNTPOEM365Enterprise Decision AICausal AIUnified Marketing
Agentic AI in marketing: Why an LLM agent can recommend a decision but cannot own it
AI agents execute marketing decisions at scale. But can they own them? Why LLM agents recommend but don't decide, and what causal reasoning changes.
ArticlePOEM365FOUNTEnterprise Decision AICausal AIForecastingCausalityUnified Marketing
What is a Large Causal Model? Reconciling three competing definitions
We define the Large Causal Model, and how it differs from three academic uses of the term and from a standard large language model.
ArticleCausalityEnterprise Decision AICausal AI
Data silos and the fragmentation problem: Why enterprise brands are making $500M decisions from five contradictory models
Consolidating data into one warehouse does not stop teams getting different answers. The real fragmentation is in the models. Here is how to fix it.
ArticleGrowthCausalityEnterprise Decision AICausal AI
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