Navigating Digital Transformation in CPG

This chapter explores the BCG Digital Maturity Assessment, a collaborative tool with Google designed to gauge digital transformation in the consumer packaged goods sector. It illustrates Colgate-Palmolive's successful application of the assessment and offers insights into the evolving marketing landscape, highlighting the necessity for continuous engagement and effective targeting strategies. The discussion underscores the importance of creativity, data-driven decisions, and a culture of experimentation for driving innovation within brand teams.