Success navigating the ever-evolving, hyper-competitive landscape of the consumer-packaged goods (CPG) industry isn't about making assumptions — it's about being fully informed. Utilizing data and insights is crucial for making knowledgeable...

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...

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.

Our industry has been chasing elusive shopper marketing metrics for over a decade, but these efforts seem to be stuck in first gear. Despite an explosion of shopper-facing technology, a growing abundance of shopper-generated data, and increased...

Are you obsessing about marketing ROI and advanced analytics methods? Do you aspire to optimize your marketing spend? Join the club – or, perhaps, hold on to those club dues for a minute.