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

With shopping behavior expanding online through eCommerce buying and digital influence on in-store purchasing, brand building requires new rules to play and win.

We are in the middle of July, a time when many CPG shopper marketers are rolling up their sleeves to prepare for national sales meetings, a big part of which is putting together preliminary marketing plans. This planning process is intended to align...

Evaluating your agency partners should be an evergreen process.  In any healthy relationship, good partners accentuate our positive traits while mitigating our worst instincts. 

When I started the “CPGers Who Rock It As Entrepreneurs” blog and podcast series, I focused on the people who left the corporate world entirely to start a new venture. Imagine my surprise when I learned that there is a different way to go about...

The U.S. Army War College introduced the concept of VUCA to describe the more volatile, uncertain, complex and ambiguous multilateral world perceived as resulting from the end of the Cold War.

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.

When I attended Grocery Shop conference a few weeks ago, I ran into my friend Keith Anderson from Profitero who invited me to sit down for a casual conversation that we turned into a podcast episode.

In this episode, we share our observations about...

Our post from last July dedicated to brand managers, struck a chord and went viral. It demonstrated that shopper marketing is still one of the most misunderstood corporate functions. Today, we are continuing to evangelize and demystify shopper...

Imagine: you just got notified by your finance department that a significant portion of your annual budget is left unspent, and it's already December. For most of us, we don't even need to imagine, do we? If you've never been in this situation, you...