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.
In the CPG industry, marketing has long been viewed as an “art,” driven by creative talent and sparks of insight that are hard to control, predict, and manage.
When I worked in the CPG space, I thought I knew something about MarTech. MarTech startups popped up right and left, some of them pitched business to us, others made news because they were acquired by our retail customers or our media partners....
Here it is, the final installment of my series, with the esteemed Dr Brian Harris. So far we have discussed where the industry is heading, how Shopper Marketers can replicate CatMan success and today we look to the future.
Last week, I released Shopperations' debut podcast featuring Dr. Brian Harris, where we spoke about the direction that he sees retail and CPG industry will heading towards.
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.
I love recognizing shopper marketing greatness because, often times, our peers
quietly do their work in remote locations far from the spotlight of corporate PR and formal recognition programs.
I have been fortunate enough to be profiled as a guest on various podcasts in the last few months, and I thoroughly enjoyed the experience. Accordingly, I decided to start my own.
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.
How can you be a smarter marketer? How can you empower your team to make better decisions and be more productive? The answer is: you need to own your data and truly know your numbers.
