# FMCG · DATA & AI · DACH
FMCG marketing spends millions and measures almost blind.
In FMCG the brand does not own the sale — retailers, distributors and panels sit between the campaign and the purchase. We build the shared data model and same-day reporting that make the impact question answerable again.
# WHERE IT BREAKS
Where FMCG data breaks down.
Retail data fragmentation
Sell-out belongs to the retailer, panel data to the provider, media data to the platform — each with its own product hierarchy, time frame and region logic. Connected, they are not, so every impact discussion ends in opinion.
▸ how we solve it
We force the sources into one shared data model — a common campaign, product and region taxonomy — then integrate panel and POS data. It is a data-integration problem before it is an analytics one, and we treat it that way.
Sales reporting stuck in Excel
Weekly reports take two days of macro-chained Excel to compile. By the time field teams get them, the numbers are stale and three departments hold three versions of the truth.
▸ how we solve it
We replace the macro chain with automated pipelines feeding Power BI, with row-level security per territory and every metric defined exactly once. Same-day numbers, one version everyone trusts.
Consent & tracking leaking data
Client-side GA4 loses 25–40% of events to ad blockers and DACH consent rejections — so the marketing analytics you do have is built on a leaking foundation.
▸ how we solve it
We move measurement server-side with a compliant consent architecture, closing the data gap while improving GDPR posture — EU-hosted, no US SaaS in the chain.
# PROOF
Same-day sales reporting for a major FMCG brand.
A major European FMCG brand ran field-sales reporting on a 2-day Excel cycle. We replaced it with automated pipelines and Power BI dashboards for 40+ field managers, each seeing only their territory — same-day, self-serve, one agreed definition per metric.
3×
Faster reporting
Same-day
Data freshness
40+
Field managers self-serve
8 wk
End to end
# REGULATORY
The regulatory angle: consent, tracking & GDPR.
FMCG marketing measurement runs straight into GDPR and, in Germany, the TDDDG (formerly TTDSG): storing or reading anything on a user's device for analytics needs valid consent, and DACH users reject at high rates. Client-side tags also lose a quarter to nearly half of events to ad blockers. Server-side tracking with a proper consent architecture is how you both close that measurement gap and keep the setup defensible — EU-hosted, no US analytics SaaS, no consent theatre.
# FAQ
Common questions.
Why is marketing analytics harder in FMCG than in other industries?
Because the brand does not own the sale. Between a campaign and the purchase sit retailers, distributors and weeks of delay, and the data that would show the effect — retail sell-out, consumer panel — belongs to third parties, arrives late, and uses incompatible product, time and region definitions. It is a data-integration problem before it is an analytics one.How do you get field sales reporting from a 2-day cycle to same-day?
By removing every manual hand between source and report: automated ingestion, one central data model where each KPI is defined exactly once, and Power BI dashboards reading from that model with row-level security per territory. The report builds itself overnight — nobody consolidates spreadsheets anymore.Is server-side tracking GDPR-compliant for the DACH market?
It can be, and it improves your posture rather than dodging it: measurement moves to your own EU-hosted infrastructure, consent is enforced before anything is processed, and no US analytics SaaS sits in the chain. Done right it closes the 25–40% client-side data gap and is easier to defend to a DPO than a browser full of third-party tags.
Measuring your FMCG marketing blind?
A 30-min call with the two people who would run it. We will tell you within 48 hours whether we are the right fit.
book-call// or write: hello@saloid.com · gräfelfing · de