06 Aug Data Is Your Best Friend – But Only If You Use It
Data Is Your Best Friend – But Only If You Use It
In a world of social media and instant information, emerging brands must be both storytellers and understand how to measure the data behind that story. Pairing what makes your brand unique with meaningful data is what convinces buyers, brokers, and distributors to add your product to their shelves.
Let’s Explore 4 Ways to Use Data to Help Sell Your Brand:
“Data is the bridge between what your brand is and what the customer wants.”
– Lynda Glass, senior category manager at KeHe.
For emerging food and beverage CPG brands, understanding your audience begins with retail sales data, shopper behavior, and direct-to-consumer analytics.
2. “Know who your buyer is.”
– Jessica Wright, VP of Product Intelligence at SPINS.
In today’s digital world, the ability to track data is crucial. Track repeat customers, social media analytics (think Meta Business Suite, Instagram, TikTok), dig into traffic drivers on Google Analytics, and website data on your native platform. Some email marketing platforms like Klaviyo even have customer insights and projections, perfect for a pitch with real numbers.
3 . “Tell me your story and why it’s important to retail and the consumer, and the strategy behind it.”
– Lynda Glass, senior category manager at KeHe.
Building strong retail relationships starts with knowing your brand story, and why it matters. But a great origin story isn’t enough without category insight. Lisa Tosun of Whole Foods Market encouraged founders to do the homework: “Ask questions from your merchant, learn the category expectations, and be curious.” That includes understanding your competitors, tracking velocity (how fast your product moves off shelves), and using surveys to gain direct feedback.
“If you start narrow, you can figure out who your consumer really is and grow from there, instead of throwing spaghetti at the wall.”
– Jessica Wright, VP of Product Intelligence at SPINS.
Pair that approach with syndicated data and authenticity, and your brand will have a much clearer growth path. Whether you’re launching into retail or optimizing your DTC channel, the takeaway was clear: smart brands ask questions, gather insights early, and turn data into decisions.
What To Focus On:
- Who is your customer? Use website traffic, purchase history, and surveys to define your buyer.
- Track your velocity. It’s not just about getting on shelves, it’s about how quickly your product moves off them.
- Know your category. What’s the benchmark for sales in your space? What are buyers looking for?
- Get curious. Don’t just collect data, ask your partners what they see working (or failing) in your category.
- Data isn’t just cold numbers. It’s your bridge between passion and proof.
