Jeremy Barlow

Calling all Retail & CPG Leaders at #SalesforceConnections! ☕️ Struggling to personalize customer journeys across a complex retail landscape? Join Jon Jessup, CEO of 1440, for an exclusive breakfast roundtable tomorrow morning. Jon will dive deep into leveraging AI to unlock growth for your Retail or CPG brand. #GenAI #CNX24

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Finding the right customers for your brand and ultimately converting them to buyers at the most efficient costs possible is the holy grail for marketing teams. In case you missed it live last week, catch this on demand webinar where I share how Gregory Welteroth Advertising leverages Alteryx to refine customer targeting and optimize marketing ROI. Plus, gain insight into how we used automated analytics to save DECADES worth of labor. Don't delay, watch now! https://lnkd.in/e6C7sbmX #Alteryx #Marketing #AnalyticsAutomation

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New media channels have to prove that they work. Recently, we released an incremental sales lift benchmark for CPG brands using in-store retail media based on 16 studies over the last 5 years. In a follow up interview with Sara Lebow and Arielle Feger at EMARKETER, I had the opportunity to share a bit more about the study and what we’ve seen in terms of adoption of in-store retail media over the last 8 years. In short, it’s been easier for non-endemic brands to jump on board vs. CPG brands primarily because of the budget silos. The non-endemic brands have thought of Grocery TV as another opportunity to reach their audience in a brand-safe environment where they're more likely to be paying attention. The idea of non-endemic in a grocery store is somewhat controversial, but we’ve seen a number of creative, contextual campaigns that tie the environment to the product (ex: credit card companies including messaging about grocery points at the point-of-sale). We're looking forward to providing more benchmarks for both CPG and non-endemic brands to make it easier for them to invest. #DigitalAdvertising #CPG

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Retail is not just about "experiences" in 2024—it's about connected experiences, says #RetailMediaSummit keynote Jessica Hendrix, EVP and CMO of Hy-Vee, Inc.. And that's where #retailmedia comes in—expanding the relationship between shopper and retailer to also include brand advertisers. As a regional chain, Hy-Vee has always been deeply integrated into communities, offering regional insights beyond national chains. Demonstrating the evolution of experiences, Hy-Vee has installed food courts in stores (inspired by Eataly)—Chinese, Italian, and American fare. Shoppers have shown time and again they will spend more money at a location if they connect to the experience. Capturing shopper attention is harder than ever, but delivering relevancy is about diving deeper into the shopper data—beyond demos to psychographics and behaviors. Also, kid influence is much stronger now with parent shoppers than in the past. But there are challenges in measuring relevance—what did the shopper communicate all the way to the register? Biggest trends for the next 12 months: • In-store media will become more important. • Brands/agencies will build centers of excellence to maximize their retail media spend/campaigns. • Value of 1st-party data will continue to evolve. And the big question going forward: how will AI fit more specifically into #retailmedia? How will it become integrated into our needs? Path to Purchase Institute

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Liz Buchanan <> The CPG View On this week's podcast, "Pioneering the Future of CPG Data," on The CPG View featuring Liz Buchanan, President, North America at NielsenIQ. Liz covers the following key points: 🎯 Leadership and Market Evolution: Liz emphasizes her transition to leading Nielsen IQ's North American business and the dynamic changes in the market, highlighting her extensive experience and the company's adaptive strategies. 🎯 Data Activation and Value: A major focus is on making data "activation ready" by ensuring it is comprehensive, granular, and useful for driving business outcomes, particularly in retail environments. 🎯 Customer-Centric Approach: Liz shares the importance of understanding and addressing customer needs through modern data access methods, personalized insights, and maintaining high standards of data stewardship and privacy. Tune in to gain insights on new data strategies, AI tools, and market trends shaping the CPG industry on The CPG View. 🚀🌟 Full Podcast Link (Apple, Spotify, Google, etc): 🎧 https://lnkd.in/eEqXpSB6 #ecommerce #digital #omnichannel #strategy #success #cro #ceo #leadership #cmo #cdo #retailecommerceclub #cpg #privateequity #playtowin #thecpgview

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Lindsey Simcik and I joined over 800 practitioners for the Salsify Digital Shelf Summit in Nashville, Tennessee, to network and gain insights into the evolution of the omnichannel space. Across the different sessions, five themes emerged: 🧠 Artificial Intelligence 📋 Product Quality ⚖️ Data Governance 📊 Measurement 🌱 Digital Transformation Get our key takeaways here 👇 #salsify #digitalshelf #omnichannel

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Measurement is key to maximize (and prove) marketing impact. Kroger shares how they hold traditional reach mediums like CTV accountable to actual conversion outcomes. Explore more from LiveRamp's #RampUp24 here: https://lnkd.in/gEfnYkfz

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In 2023, CPG #PrivateLabels grew dollar and unit sales thanks to the unique confluence of retailers investing in their own brands and consumers facing high inflation 📈🛒. Mary Ellen Lynch, principal of Circana's center store solutions practice, discusses private brand shoppers and what they’re looking for in this new #GrowthInsights episode. 🎧 Listen to the full episode!

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"It's Complicated..." To kick off this week, I had the privilege of participating in the BRAVE COMMERCE Podcast Live Executive Summit with some of the sharpest minds across CPG. The event was hosted by two absolute bad asses Sarah Hofstetter and Rachel Tipograph and their incredible teams. Sarah said it well in her closing remarks... the Digital Commerce environment is "Complicated," but its also progressing, growing, and evolving into a superpower. My top 3 take aways from the day: 1. People Matter In a conference filled with AI, Digital, and Tech, what blew me away was the people in the room. Such brilliant minds, all working through similar issues, but willing to give their time, energy, and ideas to help each other. 2. AI AI alone will not replace jobs. But people that understand and can harness practical uses of AI will replace those that cannot. Its not AI for AI's sake but rather how can we implement technology to shift focus on more value added work. 3. Power of Team The ability to navigate the intersection of so many functions can get "messy," at times. So many case studies of success that were shared came down to teams being able to prioritize amongst all of the noise and execute together. So while "it's complicated," I'm grateful for the opportunity to learn and grow with so many others in NYC. #bravecommerce

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Walmart's Great Value is #1 on this year's #Snack50 Report. In fact, the top 6 brands in this year's report are store brands from the likes of Walmart, ALDI USA, Target, and Amazon. And WMT dropped their new brand, Bettergoods, the same week we released this year's report. Per Numerator, there's major stuff happening in the store brands space, and the pace is accelerating. And because we deal not only in sales data, but consumer psychology, also in the Snack50 Report is a wealth of explanation behind the WHY of consumer and shopper decision-making, a rich forecast of what lies ahead, and the moves marketers can make to address the shifting marketplace. See the overview here... https://lnkd.in/ggz6VyJg Frito-Lay, PepsiCo, Kellanova, The Hershey Company, Mars, Mondelēz International, General Mills, Campbell's, Barcel USA, Blue Diamond Growers, Conagra Brands, Jack Link's Protein Snacks, Feastables, Utz Brands, Inc., ALDI USA, Walmart, Kroger, Target, Amazon, Costco Wholesale, Sam's Club, Perfetti Van Melle, Hormel Foods https://lnkd.in/gCi7kxc3

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In this insightful article from Adobe, they explore the importance of data-driven marketing and how it can elevate your business to new heights. At ADM Marketing, we specialize in harnessing the potential of data analytics to empower businesses like yours. With over 3 billion data points at our disposal, we're equipped to help you identify and target your most valuable customers with precision. Discover how data-driven marketing can revolutionize your approach and lead to more effective campaigns. https://lnkd.in/emFkvj3P #DataDrivenMarketing #MarketingStrategy 

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Measurement is key to maximize (and prove) marketing impact. Kroger shares how they hold traditional reach mediums like CTV accountable to actual conversion outcomes. Explore more from LiveRamp's #RampUp24 here: https://lnkd.in/gzgVGSrr

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Discover why 99% of orgs plan to leverage data collaboration this year. 🤝 Download LiveRamp's latest trends report to: ✈️ Find out why data collaboration has become mainstream, expanding beyond marketing to new industries and use cases 🔍 Uncover the latest trends in data clean room adoption 💡 Learn how AI is transforming data collaboration use cases – and data collaboration itself

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This is a must-read for CMOs! Mars United Commerce recently spoke with CMOs at leading retailers to hear what business challenges they are currently facing. Michele Roney outlines three key capabilities retailer CMOs must build within their marketing organizations to help tackle these challenges. Link to read it in the comments 👇

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Measurement is key to maximize (and prove) marketing impact. Kroger shares how they hold traditional reach mediums like CTV accountable to actual conversion outcomes. Explore more from LiveRamp's #RampUp24 here: https://lnkd.in/gfAzGy9c

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Still struggling to connect all your marketing data sources? LiveRamp's latest guide reveals how top brands are boosting ROI with privacy-enhancing data clean rooms: 🛒 Mondelēz lifted sales 16% with in-market retail targeting 💸 Snapchat cut acquisition costs by 10% using conversion data 📺 McDonald's unlocked $2+ ROI from CTV creative optimization Don't let fragmented data hinder your business growth. Grab your copy: https://lnkd.in/ew4Bx7fW #datadriven #measurement #marketing

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If you missed the Retail Media Report Card Deep Dive webinar, it's now available to watch on-demand! Watch The Mars Agency's commerce media team discuss how retail media can be leveraged to drive incremental growth for your brand and what capabilities leading retailers are bringing to the table: https://lnkd.in/gxGRYzvQ #retailmedia #webinar #retailmediareportcard

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