CPG Companies to Transform Trade Promotion with Genpact and Sequoya Analytics Platform

Strategic relationship helps clients win with enhanced consumer and retailer value proposition that creates competitive advantage with advanced analytics

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Genpact announced a new strategic relationship with Sequoya, an analytics firm. With this relationship, Genpact will integrate the Sequoya 20/20 analytics platform into its analytics and digital portfolio to optimize the trade promotion operations for its consumer packaged goods (CPG) and life sciences client base.


CPG and life sciences companies are under increasing pressure to optimize their return on their investment in promotion and pricing-related activities to provide an exceptional customer experience. Most continue to struggle to generate the insights from data that can best determine future outcomes and generate positive returns. To help clients leverage advanced and predictive analytics, Genpact will augment its automation to artificial intelligence (AI)-based Genpact Cora platform with the Sequoya 20/20 application. The net results for clients will be the ability to generate pricing algorithms faster and more accurately, allowing better pricing strategy and decision making. This new relationship will also dramatically increase Genpact’s speed of data-to-insights-to-action, leveraging both technology and a managed service analytics center of excellence.

“Trade promotion spending for CPG and life sciences companies has moved far beyond cost, and is now focused on driving outcomes that create a competitive advantage, by way of optimizing trade spend, getting better return on sales impact, improving forecast accuracy, and providing outstanding customer service,” said Ajay Kapoor, growth leader, CPG, Genpact. “This strategic relationship with Sequoya allows us to better harness data flows and leverage our automation to AI-based Genpact Cora platform along with our analytics capabilities to make the algorithms far smarter and more real time to provide deeper insights and a better user experience for our clients.”

“Successful Revenue Growth Management (RGM) is driven by optimal trade and pricing strategies. CPG companies are building global RGM organizations to harness these strategies and build consistent analytic processes and capabilities across markets,” said Richard Althoff, Founder and CEO, Sequoya. “This strategic relationship with Genpact gives us the global reach to deliver and execute these strategies locally.”

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