Top Omnichannel Analytics Tools for CPG Brands

If you’re a CPG brand looking to thrive in today’s retail landscape, omnichannel analytics tools are essential. They help you understand customer behavior across online and offline channels, optimize inventory, and improve marketing strategies. Here’s a quick look at the top tools covered in this article:

• Synthesio: AI-driven insights in 80+ languages, ideal for social intelligence and sentiment analysis.
• Sprinklr: Manages customer interactions across 30+ channels, improving retention and reducing costs.
• Spectrm: Focuses on automated messaging and segmentation for platforms like WhatsApp and Facebook Messenger.
• Talkwalker: Excels in social listening, media monitoring, and visual recognition.
• Tellius: Simplifies predictive analytics and integrates data from multiple sources.

Why These Tools Matter

• Omnichannel shoppers have a 30% higher lifetime value than single-channel customers.
• Analytics can improve customer segmentation with up to 90% accuracy.
• Tools like these help brands achieve faster insights, better customer retention, and smarter inventory decisions.

Quick Comparison Table

These tools are vital for understanding customers, optimizing campaigns, and staying competitive in an omnichannel world. Ready to dive deeper? Let’s explore each one in detail.

Omni Channel Analytics CPG

1. Synthesio Analytics Platform

Synthesio is an omnichannel analytics tool that uses AI to analyze both digital and physical data, offering insights in 80 languages . Unlike basic keyword trackers, its topic modeling digs deeper to uncover valuable patterns.

The platform shines in social intelligence, helping CPG brands:

• Monitor product reviews and sentiment across social media and e-commerce sites
• Evaluate campaign performance across online and offline channels
• Create real-time customer personas
• Spot trends and unmet consumer demands

What sets Synthesio apart is its ability to merge online and offline data using AI and natural language processing (NLP) . This is crucial since over 70% of retail sales still happen in physical stores, even though more than 50% of shoppers research products online before heading to a store .

"Ipsos Synthesio saves time for our marketers and our laboratories with actionable insights and faster access to information." – Charles Besson, Global Insights & AI Director, L’Oréal

Synthesio has earned strong ratings on major review platforms :

Its KPI frameworks for brand health and crisis management are especially useful for CPG brands navigating omnichannel retail. The AI-powered Signals feature helps brands detect trends and anticipate market changes before they become widespread.

One downside is its steep learning curve and a somewhat complex dashboard . However, its detailed analytics and visualizations make it a valuable tool for those willing to invest the time.

Up next, take a closer look at how the Sprinklr Customer Data Platform enhances omnichannel insights.

2. Sprinklr Customer Data Platform

Sprinklr’s Customer Data Platform simplifies managing customer interactions across over 30 digital channels. It brings together social media, messaging, live chat, SMS, and email into one interface, powered by AI to process data and deliver personalized experiences . Here’s a closer look at its measurable impact:

The platform’s Supervisor Console allows real-time monitoring and includes AI-powered self-service tools that improve efficiency . For example, AkzoNobel UK reduced response times by 80% after adopting Sprinklr .

Sprinklr also uses an omnichannel routing system to match customer interactions with the most qualified agents. This routing considers factors like expertise, availability, and customer history . These features contribute significantly to the platform’s performance improvements.

"The shift to digital is inevitable. Consumers do everything on their mobile phones… We think omnichannel CX, coupled with AI and analytics, is the only way forward."
– Aalishaan Zaidi, Global Head of Personal Banking

Key Benefits for CPG Brands

Sprinklr offers several advantages tailored to Consumer Packaged Goods (CPG) brands:

• Real-time Consumer Insights: Analyzes social media and reviews to gather customer feedback for product enhancements .
• Crisis Management: AI-powered alerts enable quick responses to potential product recalls or safety issues .
• Campaign Optimization: Specialized AI models help fine-tune marketing budgets and creative assets across channels .

In 2019, Ferrara implemented Sprinklr’s Unified Customer Experience Management solution, ensuring a consistent and premium experience across all customer touchpoints .

"Social has become a foundational part of the customer experience for Moen. In the age of connected, empowered consumers, it’s important for our team to have the right technology in place to help us prioritize customer experience. Sprinklr provides us with the data insights and team efficiencies to develop strategies that align with Moen’s business goals."
– Alan Gravely, Global Marketing Director, Moen

Despite these strengths, Sprinklr’s research highlights challenges: 60% of brands struggle with ineffective AI in customer service, and only 22% of leaders report fully unified data .

3. Spectrm Marketing Tools

Spectrm is an AI-powered platform that automates customer interactions on WhatsApp, Facebook Messenger, and Instagram DMs using zero-party data .

Here’s how Spectrm has performed:

These results highlight Spectrm’s effectiveness even before diving into its segmentation capabilities.

Spectrm’s AI conversation builder helps brands create personalized interactions by leveraging language models tailored to real customer conversations .

Advanced Segmentation Capabilities

Spectrm’s segmentation tools allow businesses to create precise customer groups based on preferences, behaviors, and engagement patterns. This leads to more focused and impactful messaging . For instance, Zalando used Spectrm to send personalized offers through private Messenger DMs during live shopping events, achieving a 3.2× increase in engagement .

"Engaging young people using chat at scale with Spectrm helped lower our acquisition costs in a key growth demographic for Telekom. The insights and performance possible with Spectrm have made conversational marketing a key part of our channel mix for the future."
– Lars Jensen, VP Sales @ Telekom

Practical Applications

Volkswagen leveraged Spectrm’s guided conversation tools to match customers with their ideal vehicles, achieving a 3× higher click-through rate for test drives. Uber Eats, on the other hand, enhanced app acquisition efficiency by 6× through personalized offers sent via Messenger .

Spectrm’s automated chat flows streamline customer service while continuously gathering insights. Its entry points on platforms like Facebook and Instagram transform broad engagement into tailored interactions .

Up next, we’ll dive into a comparison of key metrics across these tools.

sbb-itb-6768865

4. Talkwalker Consumer Data Platform

Talkwalker’s Consumer Intelligence Platform provides in-depth insights by analyzing data from various channels. Similar to Synthesio and Sprinklr, it combines multiple data streams to help shape smarter strategies for consumer packaged goods (CPG). Powered by its Blue Silk™ AI, the platform processes data from over 150 million websites and 30 social networks, offering insights with an impressive 90% sentiment accuracy .

Core Analytics Features

Real-World Performance

Yorkshire Tea turned to Talkwalker during a public relations challenge in 2020. When Piers Morgan criticized their toast and jam flavor tea, the brand used the platform to monitor public sentiment and respond effectively. Their efforts led to 1,600 positive social media engagements .

In 2021, during a 28% spike in global food prices, Talkwalker analyzed consumer reactions to supply issues. The data revealed that 70% of consumers switched brands, and 29% made lasting changes to their purchasing habits .

Advanced Analytics Capabilities

Talkwalker captures a broad range of data, ensuring no relevant conversation is missed. Its AI-driven visual recognition can identify brand mentions in videos and images, even when text is absent. Customizable dashboards allow users to monitor everything from product launches and sentiment to competitor strategies and campaign performance.

Integration Features

One of Talkwalker’s standout features is its ability to consolidate external and internal customer data sources. This includes social media, reviews, ratings, and contact center data . By unifying these channels, the platform offers CPG brands a complete understanding of their market presence and customer sentiment.

"Talkwalker has allowed us to unlock access to a much larger conversation around our brand." – Jordan Schultz, Social Media Manager

Talkwalker’s recognition as a leader in The Forrester New Wave™: AI-Enabled Consumer Intelligence Platforms (Q3 2021) highlights its strength in data integration, search capabilities, and analytics reporting . This makes it a powerful tool for omnichannel analytics, setting the stage for further comparisons in the next section.

5. Tellius Data Analysis Platform

Tellius is an AI-driven analytics platform designed to handle customer data from various omnichannel touchpoints. Its user-friendly interface simplifies the process of turning raw data into actionable insights.

Core Analytics Capabilities

Real-World Performance

A major food and beverage CPG company leveraged Tellius to create shopper profiles 10 times faster with 90% accuracy. This efficiency helped them fine-tune pricing and promotions, driving multimillion-dollar revenue growth .

Advanced Integration Features

Tellius connects seamlessly with a wide range of data sources, including POS systems, in-store sensors, social media, email platforms, ERP systems, and supply chain tools.

These integration capabilities deliver measurable results. For example, a CPG company’s supply chain team cut process cycle times by 30% and pinpointed manufacturing issues at specific plants . Such connectivity makes Tellius a powerful resource for businesses looking to enhance their omnichannel strategies and gain deeper insights.

Business Intelligence Innovation

"With Tellius at our fingertips, we can just ask data questions and get answers ourselves. That’s a lot easier – and it’s more of a dynamic data conversation – versus ad hoc requests back and forth between analyst and business teams." – Jaime Romano, Senior Director, Category Development & Capability/NRM, Haleon

Tellius empowers businesses to analyze purchase patterns, market baskets, customer lifetime values, trends, anomalies, and segments. This detailed analysis helps CPG brands improve customer experiences, refine marketing campaigns, and maintain a complete view of their audience across all channels .

Next, we’ll look at how these tools stack up in terms of performance metrics.

Tool Comparison

Omnichannel analytics tools offer a range of features to help CPG brands improve customer experiences across both physical and digital platforms.

Core Features Comparison

Each platform has its own strengths. Tellius stands out for its natural language search and predictive analytics, making it easier to generate insights quickly . Meanwhile, platforms like Synthesio, Sprinklr, Spectrm, and Talkwalker offer specialized tools and integrations tailored to specific business needs.

Performance Impact

Here’s how integrating analytics can drive results:

• Brands using three channels see 287% higher purchase rates compared to single-channel strategies .
• Analytics can cut customer contact costs by 7.5% annually .
• Over 80% of consumers rely on both online and offline channels during their shopping journey .

Integration Capabilities

Integration is key to making omnichannel strategies work. Advanced analytics platforms connect with various systems like point-of-sale, social media, IoT devices, email marketing tools, and CRM systems. For example, 84.51° Stratum combines in-store and online transaction data to deliver a full picture of customer behavior .

Real-world Success Metrics

Integrated platforms deliver tangible results.

"As we continue to accelerate our Restock Kroger strategy, we’re all very excited about the next iteration of our customer insights. Stratum is a science-powered insight tool that is designed with the end-user in mind. Stratum will be an accelerator for Our Brands and CPG partners alike."

• Mike Donnelly, Chief Operating Officer and Executive Vice President, Kroger

Platform Selection Guide

• Small to medium CPG brands: Look for tools with essential features, affordable pricing, and pre-built integrations for common retail systems.
• Large enterprises: Opt for platforms with advanced AI, custom integration options, and the ability to handle large-scale data processing.

Cost-Benefit Analysis

These tools offer measurable advantages:

• Shopper profile models can be created 10x faster .
• Advanced analytics show 90% effectiveness in customer segmentation, enhancing targeted marketing efforts .

Data Integration Success Story

A great example of integration in action is Kroger Precision Marketing’s partnership with Pinterest. By using first-party data through platforms like 84.51° Stratum, advertisers can better connect with audiences on social media while tracking performance across channels. This approach bridges the gap between in-store and online customer behavior .

Summary and Recommendations

Choosing the right analytics tool depends on your brand’s size and specific needs. Here’s a breakdown to help guide your decision:

For Small to Mid-Sized Brands

Liquid Data Go is a budget-friendly choice, starting at $834/month with a 12-month subscription. Designed for growing CPG brands, it has a solid track record of delivering results. As Mike Tysiak, VP of Sales at Lily’s Toaster Grills, puts it:

"We need data and facts to back up what we’re doing with our business. I would definitely recommend LDG for any emerging brand" .

For Enterprise-Level Organizations

Larger companies can benefit from platforms like Tellius, which has shown measurable results, including a 15% boost in promotional sales and $1M in additional revenue through informed, data-driven decisions .

Key Selection Criteria

When evaluating analytics tools, focus on these factors:

Implementation Strategy

Follow these steps for a successful rollout:

• Identify key KPIs like promotional lift and customer loyalty .
• Integrate data systems such as CRM, ERP, and POS tools .
• Deliver consistent customer experiences across all channels .

A unified data strategy is crucial. Breaking down data silos while prioritizing the customer experience lays the foundation for success . Frank Muchel, CEO of Partner Foods Group, emphasizes this point:

"Having complete data eliminates opinion and speculation. We get real information for real results" .

Adopting this structured approach ensures your omnichannel strategy aligns with the capabilities of the advanced tools mentioned above.

Related Blog Posts

• Solving Common CPG Brand Marketing Challenges
• Top Digital Shelf Metrics for CPG Brands
• 7 Proven CPG Marketing Strategies for Shopify Success
• How Cross-Channel Campaigns Boost ROI for CPG Brands