After more than 15 years in Consumer Packaged Goods industry, I became a software entrepreneur. Today, I design and sell Shopperations, a web-based, collaborative planning software for Marketers on both CPG and Retail sides, to enable transparency, accountability and stronger Shopper Marketing promotional analytics. I am passionate about all things Retail and Shopper Marketing, love reading about Neuroscience progress as it relates to shopper research, and care about process improvement and marketing automation technology.
I wrote a couple of “Things I Wish...” blogs over the last couple of years (check them out here and here), and they’ve been very well received. I have been getting suggestions on what other similar posts I should write.
Good data is required for solid post-promotional analysis and for on-going management reporting. Marketers who do not have user-friendly, automated ways to report their spend will be forever stuck in the reactive, tactical mode.
Marketers do not trust their data. As I described on my recent post "Garbage in, garbage out", this stance has become an utterance I hear more and more. In this vlog, I am delving into why lack of good data is a growing concern, and what you can...
I hear over and over again that clients do not trust their own data. This is a concerning barrier as without high-quality data, you cannot create effective analytics and ultimately prove the validity of your marketing efforts.