Machine learning applied to pack classification

Weiqiang Hang and Timothy Banks

Pack or product classification is a quite common task in market research, particularly for sales tracking audits and related services.

Introduction

Tracking services or audits have been the staple of a number of marketing research companies, such as IQVIA with its pharmaceutical sales tracking audits and Nielsen with its fast-moving consumer goods' (FMCG) audits. Such audit services provide a regular read of a defined market, supporting marketing decisions by client companies. Clients rely on such services to provide insights informing business decisions, such as whether to enter a new market (through marketing sizing and competitive analysis) through to measuring their performance inside a market against their competitors. More granular services can provide information, such as inside sales territories allowing client...

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