Consumer packaged goods (CPG) manufacturers are faced with the growing challenge of how to connect and interact with consumers in efficient, targeted and value-added ways. Retailers account for such a large portion of CPG sales - and the resulting data - that manufacturers are in the dark about exactly who they should be targeting. The retail "middle man" knows what consumers want, while manufacturers spend billions dollars on advertising and marketing to figure it out. With such vast consumer insight, big-box retailers have created their own brands—private labels that copy manufacturer products at lower prices.