Using Marketing Data for Merchandising

Optimizing Inventory Levels and Launching New Products

About This Report
Many companies now use big data to optimize marketing efforts, but what about broader company initiatives? eMarketer explores how some firms are using marketing data to power product and merchandising efforts.
Table of Contents

Executive Summary

Many companies now use big data to optimize marketing efforts as well as their merchandising and logistics. Sophisticated companies are finding that by connecting those spheres, they are making smarter decisions on which new products to launch, which products to promote, and how to manage inventory levels online and in store.

How many companies are using marketing data to direct merchandising decisions?

While the portion of companies capable of transforming marketing data and customer insights into actual product and merchandising decisions is small, there is no lack of innovation on this front. Retailers and quick-service restaurants (QSRs) appear to be the most active in this area, though other industries are also starting to see the value in connecting both arenas.

How is marketing data informing product and merchandising decisions?

Advanced attribution practices and sophisticated data strategies are required to make the necessary connections and translate marketing data into actual product insights. Interdepartmental cooperation between people, databases and tech is mandatory.

What are the advantages of using marketing data to inform product and supply decisions?

When these connections exist, companies are capable of turning marketing data into strategic insights that can help to anticipate proper inventory levels for both in-store and ecommerce efforts and even fuel new product or service ideas. Consumers expect consistency across marketing and merchandising, and marketers must deliver. For the greatest portion of US digital shoppers polled in March 2018, consistent levels of service across digital and physical channels and the frictionless flow of information between channels were the top expectations for customer experience.

WHAT’S IN THIS REPORT? This report discusses how some companies are integrating their marketing and merchandising efforts today and shares how such integration is being used to power key product insights and initiatives.

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


Reliable data in simple displays for presentations and quick decision making.

15expert perspectives

Insights from industry and company leaders.

Table of Contents

  1. The Growing Relationship Between Marketing Data and Merchandising
  2. What’s Needed to Merge Marketing and Merchandising?
  3. Using Marketing Data for Product and Merchandising Insights
  1. Key Takeaways
  2. eMarketer Interviews
  3. Read Next
  1. Sources
  2. Media Gallery

Interviewed for This Report

Ian Dahlman
Vice President, Search and Analytics
Interviewed June 25, 2018
Jim Hertzfeld
Perficient Digital
Chief Strategist
Interviewed July 3, 2018
Wes MacLaggan
Marin Software
Senior Vice President, Marketing
Interviewed June 22, 2018
Andreas Reiffen
Founder and CEO
Interviewed June 28, 2018
Mike Sands
Co-Founder and CEO
Interviewed June 27, 2018
Steve Abdo
Epsilon Agency
Senior Vice President, Client Services
Interviewed July 11, 2018
Rachel Bicking
Connexions Loyalty
Senior Vice President, Data and Analytics
Interviewed May 22, 2018
Brian DeCicco
Mindshare North America
Executive Director, FAST Hub Lead
Interviewed July 10, 2018
Daniel Folkman
Vice President, Business Development
Interviewed July 2, 2018
Rob Gonzalez
Co-Founder and Executive Vice President, Business Development
Interviewed July 18, 2018
Cheryl Moody
Senior Digital Strategist
Interviewed June 26, 2018
Stuart Simms
Rakuten Marketing
Interviewed June 27, 2018
Greg Stuart
Mobile Marketing Association (MMA)
Interviewed December 13, 2017
Mark Weinstein
Senior Vice President and Global Head of Customer Engagement, Loyalty and Partnerships
Interviewed May 30, 2018
Katrin Zimmermann
Managing Director, The Americas
Interviewed July 2, 2018


Lauren Fisher


Caroline Cakebread
Junior Analyst
Rahul Chadha
Senior Analyst
Andrew Lipsman
Principal Analyst
Patricia Orsini
Senior Analyst
Jennifer Pearson
VP, Research
Tracy Tang
Senior Researcher
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client