How Are CPG Brands Winning With Smarter Data in 2025? | Ft. Kaushik Boruah

Welcome to another episode of the Digital Shelf Insider Podcast by MetricsCart. In this episode, host Shreshta speaks with Kaushik Boruah, Business Head of CPG and Hospitality at LatentView Analytics, about how top CPG brands are turning smarter data into a competitive edge in 2025.Kaushik dives deep into the most overlooked data blind spots in omnichannel execution, the shift from demographic to behavioral and contextual micro-segmentation, and the growing importance of consumer reviews in product innovation. He explains how legacy brands are learning from challenger brands and building personalized, insight-led customer experiences using underutilized enterprise data, AI, and real-time analytics.The episode also uncovers how brands are redefining shopper marketing, differentiating it from retail media, and using tech partnerships to connect the dots across global trends, product development, and repeat purchases.