Podcast Summary
Welcome to the twenty-seventh episode of The Digital Shelf Insider Podcast hosted by Shreshta. In this insightful conversation, we’re joined by Kaushik Boruah, Business Head, CPG and Hospitality at LatentView Analytics, to unpack how leading CPG brands are using smarter data strategies to drive growth, product innovation, and customer loyalty in 2025.
Kaushik breaks down how legacy and emerging brands are navigating the complexities of omnichannel retail, making sense of underutilized enterprise data, and redefining customer segmentation beyond basic demographics. He also shares how brands are leveraging ratings and reviews to predict trends, improve products, and connect more meaningfully with their consumers.
From personalization to product development, Kaushik reveals how a combination of advanced analytics, AI, and collaborative tech ecosystems is enabling CPGs to make faster, more informed decisions.
Key themes
In this episode, Kaushik shares real-world examples and strategic insights to help CPG leaders harness the full potential of data.
Fixing Data Silos and Blind Spots
Kaushik explains how traditional CPGs often struggle with fragmented channel data and underused internal datasets. He outlines how smarter data integration and fuzzy matching systems can bridge gaps between DTC, retail, and panel data sources.
From Demographics to Contextual Micro-Segments
Modern segmentation goes beyond age and geography. Kaushik explains how brands are using behavioral and psychographic insights to identify micro-segments, like urban Gen Z professionals who prefer organic snacks and build targeted campaigns that stick.
Ratings & Reviews as R&D Fuel
Consumer feedback is gold. Kaushik describes how review analysis is helping brands detect early trends, validate product positioning, and course-correct post-launch misperceptions quickly and efficiently.
Shopper Marketing vs. Retail Media
Kaushik distinguishes between the two: shopper marketing is the broader conversion strategy across physical and digital aisles, and retail media is a fast-growing, data-rich tactic that’s now blending with in-store digital displays.
Cross-Category Insights Through Data Partnerships
Cross-industry work helps CPGs detect lifestyle trends and apply them across food, skincare, and home care, avoiding missed opportunities due to siloed thinking.
Key Highlights
Here are standout insights from Kaushik’s conversation with Shreshta:
- 60–70% of enterprise data in large CPGs often goes unused across departments.
- Leading brands are creating contextual, behavior-driven micro-segments for personalization.
- Ratings and reviews are not just feedback; they’re predictive signals for R&D and marketing.
- Shopper marketing is broader than retail media; both are essential for full-funnel impact.
- Repeat purchases hinge on personalization, smart recommendations, and loyalty touchpoints.
Takeaways
Here are actionable lessons from Kaushik’s conversation for digital shelf and CPG leaders:
- Audit your internal data; much of it is likely unused and full of potential.
- Redefine segmentation with psychographics and behavioral data to drive relevancy.
- Use reviews to shape future product launches and reposition current offerings.
- Combine retail media with in-store tactics to bridge the online-offline shopper journey.
- Partner across categories and platforms to spot emerging lifestyle trends before your competitors do.
Conclusion
This episode with Kaushik Boruah is a must-listen for CPG brands looking to break data silos, sharpen consumer insights, and fuel growth through intelligent analytics.
If you want to future-proof your brand’s strategy with smarter, actionable data, this conversation gives you both the clarity and the roadmap. Watch now!
Disclaimer: The content shared in the Digital Shelf Insider Podcast by MetricsCart is for general informational and discussion purposes only. The insights, opinions, and perspectives expressed by hosts and guests are their own and do not constitute professional advice, recommendations, or endorsements by MetricsCart or any affiliated entity.
