Return on Investment, or ROI, is a metric that CPG marketers hear about a lot. However, despite its ubiquity, its definition is often inconsistent or unclear. Let’s demystify the ROI

Like most shopper marketers, you are working hard to create the best plans with the budget that you have that satisfy your brand team expectations and drive sales at your retailers making your sales team happy. Don’t forget about how you are also...

CPG Marketing teams have long strived to quantify the results of their programs to show their business impact. As companies prioritize analytical capabilities and demand more accountability of their marketing investments, marketers are being asked...