Consumer goods manufacturers rely on data to drive decision-making, improve efficiency, and meet the evolving demands of customers and regulators. However, despite the importance of data analytics, many manufacturers are still not fully utilising the vast range of metrics. While traditional metrics like production output, quality control, and inventory levels are essential, they provide only a partial view of a manufacturer’s operations.

Manufacturers must expand their focus beyond conventional data points to remain competitive and foster innovation. By tracking areas such as sustainability, customer behaviour, and supply chain risks, manufacturers can unlock new opportunities for growth and efficiency. This article explores critical areas that consumer goods manufacturers may not be tracking but should be to optimise their operations, mitigate risks, and build stronger customer relationships.

1. Sustainability Impact Data

Manufacturers often focus on carbon emissions and energy usage when measuring their environmental footprint, but the scope of sustainability goes far beyond that. Monitoring other environmental factors, such as water usage, packaging waste, and the lifecycle of materials, is crucial for improving sustainability efforts. Tracking this data allows companies to reduce their environmental impact, comply with regulations, and appeal to eco-conscious consumers. By understanding the full sustainability profile of their products, manufacturers can innovate more responsibly and improve their public image as environmentally conscious brands.

2. Customer Sentiment Analysis

While manufacturers commonly track sales data and product returns, many neglect to analyse deeper customer sentiment. Sentiment analysis uncovers the emotional responses that customers have towards a brand or product, which can reveal insights that traditional feedback mechanisms miss. Manufacturers can detect emerging trends, customer dissatisfaction, and excitement about new features by tracking online reviews, social media discussions, and customer service interactions. Sentiment analysis enables proactive responses to customer concerns and helps manufacturers tailor products and marketing strategies to better align with consumer preferences.

3. Product Lifespan and Usage Data

Once products leave the production line, many manufacturers lose visibility into how long they last and how they are used. Tracking product lifespan and usage data is vital for understanding product durability and performance in real-world conditions. This information can drive improvements in product design and manufacturing processes, helping reduce returns and increase customer satisfaction. Additionally, tracking product longevity provides insights that can support the development of services such as product upgrades or extended warranties, further strengthening customer relationships.

4. Returns and Refund Patterns

Return rates are a basic metric that most manufacturers track, but analysing the reasons behind those returns is often overlooked. Understanding why products are being returned—whether due to defects, unmet expectations, or misleading product descriptions—can reveal valuable opportunities for improvement. By studying refund patterns, manufacturers can identify recurring issues in production or marketing and make necessary adjustments. This proactive approach can reduce return rates, lower costs, and boost customer satisfaction by addressing the root causes of product dissatisfaction.

5. Non-Purchase Customer Behaviour

Tracking sales is essential, but understanding why potential customers choose not to make a purchase is equally important. Analysing non-purchase behaviour, such as browsing habits, time spent on product pages, or abandoned shopping carts, can offer crucial insights into barriers that prevent conversions. By addressing these issues, manufacturers can refine their product offerings, improve website navigation, or adjust pricing strategies to increase sales. This data-driven approach helps manufacturers optimise the customer journey and capture opportunities that might otherwise be missed.

6. Supply Chain Risk Indicators

Efficient supply chain management is crucial for maintaining production, but many manufacturers fail to track potential risks that could disrupt their operations. Risks such as supplier instability, geopolitical factors, or environmental issues can significantly affect production timelines and costs. Manufacturers can develop contingency plans to minimise disruption and maintain business continuity by monitoring these risks in real-time. Proactive risk management also allows for more ethical and sustainable sourcing, further enhancing brand reputation and operational resilience.

7. Employee Satisfaction and Productivity Metrics

The productivity of a manufacturing workforce is closely linked to employee satisfaction, yet many manufacturers fail to track this critical metric. Monitoring employee engagement, absenteeism, turnover, and productivity data can provide valuable insights into operational efficiency. Low morale often leads to reduced productivity and higher employee turnover, while satisfied employees are more productive and contribute to better quality control. Tracking these metrics enables manufacturers to implement targeted training and wellness programs that can boost employee morale and, in turn, improve overall business performance.

8. Customer Journey Pain Points

The customer journey doesn’t end with a purchase; it extends through product use, maintenance, and customer support. Many manufacturers, however, fail to track the pain points customers experience after purchase. Monitoring issues such as unclear assembly instructions, difficulty reaching customer service, or dissatisfaction with product packaging can help manufacturers refine their offerings. Addressing these pain points leads to better customer experiences, increased loyalty, and positive word-of-mouth recommendations, all of which are essential for long-term success.

9. Competitor Pricing Strategies

While many manufacturers closely monitor their own pricing, tracking competitor pricing strategies is equally important. Understanding how competitors price their products when they offer discounts and how they respond to market changes can provide insights that inform a company’s own pricing decisions. Real-time competitor pricing data allows manufacturers to adjust their pricing to stay competitive without compromising profitability. By analysing competitor behaviour, manufacturers can identify market trends and strategically position their products for maximum appeal.

10. Long-Term Brand Perception

Sales performance provides a snapshot of current success, but long-term brand perception is what sustains growth over time. Tracking how a brand is perceived through surveys, social media, and online reviews can help manufacturers identify shifts in consumer attitudes. Monitoring brand health over time allows manufacturers to make strategic adjustments in marketing, customer service, and product development, ensuring they maintain a strong reputation. A well-regarded brand is a key asset, fostering customer loyalty and positioning the company for future growth.

11. Production Line Efficiency and Downtime

Optimising production line efficiency is crucial for meeting demand and reducing costs. However, many manufacturers fail to track real-time downtime, machine performance, and equipment failures. Monitoring these factors provides valuable insights into bottlenecks and inefficiencies within the production process. Manufacturers can minimise downtime, enhance machine maintenance schedules, and optimise production flow by tracking this data. This not only reduces operational costs but also improves product consistency and quality.

12. Innovation in Materials and Packaging

Tracking innovations in materials and packaging can give manufacturers a competitive edge. New materials that are more sustainable or cost-effective can lead to improved product designs that meet regulatory and consumer demands. Similarly, innovative packaging solutions can enhance product appeal and reduce environmental impact. Monitoring the performance of new materials and packaging innovations enables manufacturers to stay ahead of industry trends and offer more sustainable, consumer-friendly products.

Conclusion

In today’s data-driven landscape, consumer goods manufacturers must go beyond traditional metrics to gain a competitive advantage. Tracking critical but often overlooked areas such as sustainability, employee satisfaction, and competitor pricing gives manufacturers insights into optimising operations and responding to market changes. By expanding their focus to include these key areas, manufacturers can drive innovation, improve customer satisfaction, and build a resilient brand that thrives in the face of future challenges.

Connect with Emergent Africa

To discover how your manufacturing business can leverage advanced data analytics to track and optimise these critical areas, connect with Emergent Africa for tailored solutions that align with your company’s goals.