Let’s talk through the future of brand manufacturing in the digital age. Welcome to Unpacking the Digital Shelf. For more commerce content for all brands CPG & beyond, visit us at www.digitalshelfinstitute.org
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1
A New Playbook for In-Store Retail Media in an Omnichannel Age, with Jeffrey Bustos, VP Measurement Addressability Data at IAB and Mike Wessel, Director of In-store Media at Kroger Precision Marketing
31:53
31:53
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31:53
The criss-cross journey of today’s omnichannel shopper, from digital to in-store and back again, means that your retail media messages of inspiration, value, and convenience must follow them wherever they go. The IAB recently issued a new playbook for in-store media in this omnichannel world, a guide for testing, measuring, and learning in the mess…
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Using Data to Identify and Drive Omnichannel Growth Use Cases, with Andy Beilke, Sr. Development Manager, eCommerce Strategy & Capabilities at General Mills
34:00
34:00
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34:00
The zig zag shopping journey of the consumer has completely disrupted the organizational silos of brick and mortar vs. digital commerce at many brands. Driving growth requires cross-functional teams to pick omnichannel use cases and devise, launch, measure, and optimize them together. The fuel of that process is data, and Andy Beilke, Sr. Developme…
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Why We are Like Bees, and Why it Really, Really Matters, with Byron Reese, Futurist and Author of “We Are Agora”
38:12
38:12
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38:12
Almost 2 months ago to the day, we had Futurist and Author Byron Reese on the podcast to talk about AI and its possibilities and risks. I warned you all then that I would have him back on to talk about his new book, We Are Agora, in which he sets out to scientifically prove that humans together make a superorganism, like bees make a hive, and what …
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TikTok Seems to Have Cracked the Code on Social Shopping, with Ben Rey, Chief Revenue Officer at Teikametrics
37:08
37:08
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37:08
Did you know that of the users who have engaged with TikTok Shop, 71.2% of them have bought a product? Smells like social shopping to me! Their advancements, from getting in the fulfillment game to an affiliate program, are driving some really impressive results with Gen Z, with acquisition costs still lower than other channels. Are you playing? Sh…
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Riding a Generational Shift of Data, Attribution, and Marketing Leadership, with Rachel Tipograph, Founder & CEO of MikMak
31:44
31:44
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31:44
The cookie has finally crumbled. Consumers are shopping and buying everywhere they darn well please. Brands and retailers are fighting over margin more fiercely than ever before. Rachel Tipograph, from her role as Founder & CEO of MikMak, is in the center of this generational maelstrom of the shifting rules of commerce, and joins the podcast to sha…
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How to Get Your CEO’s Attention for the Big Swings of Commerce, with Jeriad Zoghby, Chief Commerce Strategy Officer at IPG
47:25
47:25
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47:25
Driving growth while cutting costs - the gordian knot of commerce today. Our listeners know that achieving that over the longer term will require deep investments in systematic automation and data, and many of you have struggled with convincing the C-suite and Board of why these investments are key to survival. Jeriad Zoghby, Chief Commerce Strateg…
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Content Quality, Speed, and Lower Cost - You CAN Have All Three, with David Feinleib, Founder and CEO at It’sRapid.ai
38:12
38:12
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38:12
Dave Feinleib has been at the forefront of content and commerce throughout the last decade of the digital shelf, and he is now pouring that knowledge and experience into a new venture focused on the next great unlock for commerce which, it will not surprise you, is AI. At ItsRapid.ai, his new technology and wisdom on the process and people side of …
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1
Sure, Price, But Trust? That’s the Clincher, with Andrea Leigh, Founder & CEO, Allume Group
34:42
34:42
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34:42
Every quarter, the ecommerce education consultancy Allume Group consolidates the output of expert conversations, annual reports, and the latest data to create their Allume Insider report, or AIR. It’s chock a block full of the most current insights into the present and future of ecommerce. Andrea Leigh, Founder & CEO of Allume Group rejoins the pod…
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Aim Much Higher, Move Much Faster, with Steve Dennis, bestselling author of Leaders Leap: Transforming Your Company at the Speed of Disruption
48:14
48:14
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48:14
Folks, we live in a VUCA world: volatile, uncertain, complex, and ambiguous. To thrive in this environment, transformation by inches will simply not be enough. Leaps are required. Seven mind leaps, in fact, according to best-selling author Steve Dennis. His new book, Leaders Leap: Transforming Your Company at the Speed of Disruption is a primer of …
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The Scoop from the Beaches of Cannes, with Lauren Livak Gilbert, Executive Director of the Digital Shelf Institute
27:48
27:48
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27:48
A couple of weeks ago, the advertising and communications industry gathered on the beaches of Cannes for the Cannes Lions Festival of Creativity. In addition to celebrating the best creative work of the past year, there are executives from around the industry connecting to figure out what’s next. Our own Lauren Livak Gilbert was part of that throng…
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LIVE FROM CANNES LIONS: Navigating the Amazon Canvas with Jeff Cohen, Principal Evangelist at Amazon Ads
33:45
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33:45
Live from the Cannes Lions Festival of creativity where commerce and retail media took center stage we turned to Jeff Cohen, Principal Evangelist at Amazon Ads to help navigate the changing world of the Amazon Canvas and how brands should be utilizing the suite of options from AMC to Prime Video and beyond.…
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Worried about AI? Byron Reese is 93% Sure You Don’t Have to Be, with Byron Reese, Futurist and Author of “We Are Agora”
46:28
46:28
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46:28
There are tremendous amounts of trepidation and hope being invested in AI right now, with often trepidation winning out. Is all this angst really necessary? We turned to Byron Reese, an endlessly provocative futurist and author of the newly released book We Are Agora, to provide a long view of transformational technologies through the ages and ther…
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Your Packaging has 3 Seconds to Sell, with Michael Keplinger, Founding Partner at Smashbrand
26:27
26:27
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26:27
On today’s episode, we return to the place where commerce started - a consumer, walking through a store, scanning the packaging, looking for what they need - or didn’t know they needed. In the digital world there is more space to tell your story, but in-store, you’ve got three seconds. Michael Keplinger, Founding Partner at Smashbrand, joined the p…
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Delivering Differentiated Content in a World of Content Overwhelm, with Warren Daniels, CMO at Bynder
34:52
34:52
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34:52
The growth in content required by the hungry beast of the digital shelf has been exponential, and is showing no signs of slowing. It is more vital than ever for content and commerce teams to collaborate at scale to make sure they are delivering relevant, differentiated content that performs. Warren Daniels, CMO at Bynder, joined the podcast to deli…
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1
Spicing up the Global Creative Process at McCormick, with Leah Carlson, VP Client Services at Velir
27:44
27:44
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27:44
Digital transformation is in Leah Carlson’s blood. From the first outside employee at a family-run business, to leading technology and web projects at the National Cattlemen’s Beef Association, to 6.5 years building out global creative, content, and growth capabilities at McCormick, and now at digital marketing agency Velir, she has created a way o…
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1
New Research: The Impact of PDP Quality on Retail Media ROAS, with Russ Dieringer, Founder & CEO, Stratably, and Claire McBride, VP Research & Education, Stratably
50:48
50:48
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50:48
Are you tired of wasted ad dollars and subpar consumer experiences? Of course you are! The DSI partnered with Stratably to interview digital leaders and found that 71% of digital leaders from 78 consumer brands say Product Detail Page (PDP) quality significantly influences their ROAS. What to do about it? This is an audio rebroadcast of a webinar f…
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Sustainability is Shifting from Promise to Progress, with Keith Anderson, Founder & Principal Analyst at Decarbonize.co
41:33
41:33
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41:33
As we shift from stopping climate change to Mitigation and adaptation, retailers and brands are increasingly making Net Zero commitments and digging into the practical ways they can have an impact. And, it turns out, that those who do are enjoying the side impacts of lower costs and higher search views and conversion. A win, win, win. Keith Anderso…
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A Model for Global Analytics Transformation and Harmonization, with Celia Van Wickel, Director Omnichannel Digital Commerce Analytics at Mars
31:21
31:21
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31:21
For a company that has been around since 1911, Mars has a reputation as one of the most visionary companies in the industry, particularly when it comes to building global capabilities that scale and flex to serve the needs of the regional lines of business. It’s not any easy feat. Celia Van Wickel, Director Omnichannel Digital Commerce Analytics at…
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1
Loyalty is Now Everyone’s Job, with Andrea Leigh, Founder & CEO, Allume Group
38:57
38:57
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38:57
Every quarter, the ecommerce education consultancy Allume Group consolidates the output of expert conversations, annual reports, and the latest data to create their Allume Insider report, or AIR. It’s chock a block full of the most current insights into the present and future of ecommerce. Andrea Leigh, Founder & CEO of Allume Group rejoins the pod…
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1
Insights from Ecommerce in Asia, with Rebecca Xing, CEO at Trustana
38:51
38:51
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38:51
Ecommerce in Asia is such a vibrant mix of unbelievable scale, rapid innovation, and distinct cultures that together become a fascinating source of case studies for other markets to mine for opportunity. Not everything translates, but there is a deep well of experimentation and execution to learn from. Rebecca Xing, CEO of Trustana, joined the podc…
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Those Silos Ain’t Gonna Bust Themselves, with Diana Macia, Director of Global Omni-Commerce Capabilities at Kellanova
24:36
24:36
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24:36
Our 250th Episode, LIVE from the 2024 Digital Shelf Summit!By Digital Shelf Institute
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1
The Scoop from CAGNY, with Russ Dieringer, Founder and CEO of Stratably
33:45
33:45
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33:45
The annual CAGNY event in New York, is a rich opportunity to get the pulse of CPG CEOs and CFOs, and identify business trends and areas of focus that will impact the industry up until the next CAGNY. We had a secret correspondent in the room to capture all the details. We are delighted to welcome Russ Dieringer, Founder and CEO of Stratably, back o…
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How to Activate a Killer Brand, with Natalie Cotter, Sr. Director, Digital Retail at Liquid Death Mountain Water
28:33
28:33
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28:33
Standing out in a crowded beverage market takes creativity, endless energy, and, at least in one case, a passion for murder. I’m talking of course about the brand Liquid Death, which has grown from an Amazon listing in 2019 to a massive online presence as well as showing up behind 110,000 brick and mortar doors. The bond they have created between t…
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Best-in-Class Data Governance Takes a Community, with Lindsay Savage, Sr. Director, Business Platforms & Data Governance at Georgia-Pacific
40:36
40:36
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40:36
Accurate, complete, reliable data is the enabler of all business operations, and particularly so in commerce. The trick is to create a set of people, processes, and technology that is set up for for success every day, month, and year. After spending more than a decade at the center of the data governance process at Georgia Pacific, Lindsay Savage, …
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1
How to Be a Big Bet Legend, with John Rossman, co-author of Big Bet Leadership: Your Transformation Playbook in the Hyper-Digital Era
38:27
38:27
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38:27
There’s a distinct sense that we are at the precipice of another era-defining change in commerce, business, and even societies. A moment where leaders will be called to envision and enable the big transformations necessary to survive and thrive through these changes. In business, we call that making Big Bets, and getting good at them is more critic…
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How to Access and Measure Retail Media Networks in the Wild West Era, with Andreas Reiffen, CEO & Co-Founder, Crealytics
30:35
30:35
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30:35
More and more retailers are bringing their retail media networks online in 2024, which is both a management and measurement challenge for brands, but also a significant potential early advantage for those who figure out how to manage it. Andreas Reiffen, CEO & Co-Founder of retail media supply side platform provider Crealytics, joined the podcast t…
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You Have Best-In-Class Digital Content, BUT is it Effective?, with Shazer Baig, Ecommerce Director at L’Oreal, Mike Black, CMO at Profitero, and Kathleen Harrington, Vice President, Digital Merchandising ...
56:58
56:58
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56:58
Content is understandably a key focus for digital leaders: it's the first thing consumers see and a key factor in their decision-making. Brands have placed a renewed emphasis on creating best-in-class content, but they're also questioning what content levers they need to pull to sway potential buyers. After extensive research and in-depth interview…
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The Funeral Preparations for the Death of the Cookie Must Start Now, with Jeff Greenfield,CEO at Provalytics
39:07
39:07
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39:07
Well, folks, this is it. 2024 is actually the year the cookie finally dies. No more reprieves. And that means you need to get really serious about the steps you need to take to build out the new data that tells you what’s working, what’s not, what to test, and where to invest. Jeff Greenfield,CEO at Provalytics, has done these deep dives with hundr…
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2024: The Year of OMNIGEDDON!, with Chris Perry, Chief Learning Officer at firstmovr
46:58
46:58
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46:58
The opportunity to take full advantage of growth opportunities of the next few years will come from evolving your strategies and tactics to be fully omni - yes, it’s time for OMNIGEDDON! Chris Perry, Chief Learning Officer at firstmovr, joins the podcast to share new research around the best practices in omnicommerce that will make sure your organi…
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Driving PDP Performance Through Authenticity at Scale, with Tom Logan, Co-founder & CEO at Cohley
42:09
42:09
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42:09
The data is clear - in the age of authenticity, user generated content is a critical component in driving higher conversion rates, satisfaction, and loyalty on product pages and social media channels. Executing it at scale can be the challenge. That’s why we invited Tom Logan, Co-founder & CEO at content generation and testing platform provider Coh…
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1
Predictions for 2024 in Ecommerce, with Andrea Leigh, Founder & CEO, Allume Group
37:56
37:56
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37:56
Every quarter, the ecommerce education consultancy Allume Group consolidates the output of expert conversations, annual reports, and the latest data to create their Allume Insider report, or AIR. It’s chock a block full of the most current insights into the present and future of ecommerce. Andrea Leigh, Founder & CEO of Allume Group rejoins the pod…
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Attribution is Dead. Long Live Statistical Modeling, with Meghan Corroon, Founder and CEO at Clerdata
35:55
35:55
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35:55
The data sources that the industry has used to measure the performance of media are disintegrating around us. Basically, attribution is dead. And the slowness, expense, and limitations of media mix modeling is not up to this moment of needing to drive both top line and bottom line growth with media investments. What will replace it? Meghan Corroon,…
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No data, No Dollars: Lessons from DCG’s Retail Media Benchmark Report, with Gregor Murray, VP of Strategy, Digital Commerce Global
43:23
43:23
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43:23
The three middle phases of Gartner’s Technology Hype Cycle are the Peak of Inflated Expectations, down into the Trough of Disillusionment, then up to the Slope of Enlightenment. When it comes to retail media, I think we are somewhere on our way down into the trough. But digital commerce advisory firm Digital Commerce Global, or DCG, has put out a r…
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1
Unlocking Peace, Power, and Impact by Owning Your Identity at Work, with Amazon Best-Selling Author Tricia Montalvo Timm
47:00
47:00
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47:00
This is how Tricia Montalvo Timm started a LinkedIn Post that would change her life: “My mom is from El Salvador. My dad is from Ecuador. I am Latina.” It was the first time she had ever posted anything publicly about her heritage. That post was actually the early midpoint in a journey of years that completely changed the way she showed up to herse…
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Streamlining and Optimizing the Content Supply Chain, with Gloria DeCoste, Director of Omni-channel Marketing at Nestle USA
35:28
35:28
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35:28
From her perch as Director of Omni-channel Marketing at Nestle USA, Gloria DeCoste leads a small but mighty team managing over 300 channels in the daily battle to win the digital shelf. Gloria joins the podcast to describe the mindset, process, and intense cross-functional collaboration required to get baby SKUs to market and make ‘em fly with a fo…
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The Walmart Marketplace: "Copy & Paste" is a Waste, with Kiri Masters, Head of Retail Marketplace Strategy at Acadia and Tom Spaven, VP of Marketing at Good Wipes
57:05
57:05
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57:05
Walmart.com has become an attractive marketplace channel for brands to consider. The trap that many brands fall into, however, is to simply "copy and paste" their Amazon product content and advertising strategy. But Walmart's platform is different in several fundamental ways, such as how products are ranked in organic search. This podcast is an aud…
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2024 Challenges and Opportunities: Insights from CPG Boardrooms, with John Carroll, President Digital Commerce and Analytic Services at Acosta Group
32:57
32:57
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Guest John Carroll, with deep experience in CPG from executive roles at P&G and Coca Cola, and now in his role as President of Digital Commerce and Analytic Services at Acosta Group, has spent decades watching trends, interpreting data and leading the way in consumer innovations and back office processes and planning. He joins the podcast to distil…
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Real-World Examples of How Top Brands are Using AI on the Digital Shelf
1:01:07
1:01:07
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1:01:07
AI’s impact on e-commerce continues to grow with many brands using test-and-learn approaches with AI in their content creation, testing, syndication, and digital shelf optimization practices. Those who aren’t taking advantage of AI-based tactics risk falling behind the competition, but they’re surrounded by questions about how to get started with A…
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Integrate Your Retail Media and In-store Campaigns for Better Results, with Paul Brenner, SVP, Retail Media and Partnerships at Vibenomics and Nate Pinkston, Head of Growth at Microsoft Retail Media
41:37
41:37
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41:37
How would you like your retail media or in-store shopper marketing campaigns to result in 40% better spending per household and 50% increased share of category? Results like that, it turns out, can happen when you make both those strategies come together into an integrated shopping experience for the consumer. Paul Brenner, SVP, Retail Media and Pa…
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A Collaborative Mindset in Highly Pressurized Times, with Kenji Gjovig, Managing Director at Bayfield Consulting
26:12
26:12
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From his time aboard submarines in the US Navy to decades of work in retail, at Sam’s Club, Albertson’s and now Rite Aid, Kenji Gjovig has spent a lot of time leading in highly pressurized circumstances. It is clear that for brands and retailers to achieve top line and bottom line growth in these uncertain economic era, the ability to collaborate a…
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From No Regrets Bets to Operational Transformation: Crafting an AI Strategy to Win Big, with Mike Monroe, Managing Director at Deloitte Digital
38:09
38:09
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38:09
More efficiency and more growth - the often conflicting pressures of business today seem unrelenting, especially on the digital shelf. Mike Monroe, Managing Director at Deloitte Digital spends countless hours in C Suites and with teams at brands defining the strategies, processes, tech stacks, and experience innovations that lay the foundation for …
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Ozempic Hot Take: What Impact will GLP1 Drugs Have on the CPG Industry, with John Carroll, President Digital Commerce and Analytic Services at Acosta Group
28:47
28:47
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When the new class of GLP1 drugs like Ozempic and Wegovy came onto the market, grocery stocks took a big hit, in anticipation that people on these drugs would snack less and pull down unit sales. An overreaction to be sure, but John Carroll, President Digital Commerce and Analytic Services at Acosta Group, has spent time in CPG boardrooms discussin…
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Wringing Performance out of Amazon Marketing Cloud, with Ross Walker, Retailer Marketplaces Paid Media Team Lead at Acadia
33:56
33:56
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With market share and profitability becoming ever more important in this economic era, using data to get more revenue juice out of every marketing squeeze is on the top of everyone’s list. Today’s guest thinks that a good amount of that juice can come from a savvy use of Amazon Marketing Cloud. Ross Walker, Retailer Marketplaces Paid Media Team Lea…
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Takeaways from the Q3 Allume Group EIQ Report, with Andrea Leigh, Founder & CEO, Allume Group
40:35
40:35
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40:35
Every quarter, the ecommerce education consultancy Allume Group consolidates the output of expert conversations, annual reports, and the latest data to create their Ecommerce Insider Quarterly report, or EIQ. It’s chock a block full of the most current insights into the present and future of ecommerce. Andrea Leigh, Founder & CEO of Allume Group re…
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Is Ecommerce Still Where the Growth Is Coming From? With Russ Dieringer, Founder and CEO of Stratably
33:33
33:33
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33:33
Conventional wisdom is that ecommerce is no longer the growth engine of the business when percentage growth rates slumped after COVID. But is that really true? Wouldn’t some deep dive data be super helpful at this moment to help inform your forecasts and budgeting for 2024? Russ Dieringer, Founder and CEO of Stratably, thought so and so created an …
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Data on the Future Shopper, with Naji El-Arifi, Head Of Innovation & Hugh Fletcher, Global Marketing Director and Thought Leadership Lead at Wunderman Thompson Commerce & Technology
34:01
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No matter how much we’d like them to stand still for just one freaking minute, consumers keep changing. And its really crucial for you to keep up with their moves, or better yet, anticipate them, in order to drive innovation on the digital shelf in the right direction. That’s why the smart folks from Wunderman Thompson Commerce & Technology have pu…
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Selling on TikTok - This Time, for Real, with Taylor Siegel, Associate Director of Commerce Client Services at MRM Commerce
32:05
32:05
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32:05
So Gartner has this thing called a Hype Cycle, where tech goes from a Peak Of Inflated Expectations, to the Trough of Disillusionment, to the Plateau of Productivity. And I feel like Social Commerce just keeps careening back and forth from the peak to the trough. Could TikTok’s new shopping investments represent a moment where over the next few yea…
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Amazon is Shifting Ownership for Growth Entirely to You - What Do You Do?, with Martin Heubel, founder of Amazon consultancy Consulterce
42:26
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42:26
Amazon is on an at-all-costs transformation to drive costs out of their business, squeeze the most out of marketplaces, and automate as much of their relationships with their suppliers as possible. According to Martin Heubel, founder of Amazon consultancy Consulterce, that means they are leaving the pesky details of growing your category and your t…
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Ecommerce for CEOs, with Dean McElwee, Director of Global Ecommerce Collaboration, Stanley Black & Decker
45:40
45:40
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How’s this for a book review: “A fast, easy read filling in my eCommerce gaps…IMO, a must-have for all busy CEOs, C-suite Leaders and anyone in the company (i.e. All) wishing to optimize eCommerce opportunities and anticipate potential issues.” Nice review for a great new book, and we had to have that author on. Dean McElwee is the Director of Glob…
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IAB/MRC Issues New Retail Media Guidelines, Jeffrey Bustos, VP Measurement Addressability Data IAB, Kelly Kachnowski, VP of Commercial Development the Mars Agency, & Michael Schuh, VP of Media Strategy ...
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We come bearing great news for the industry: the Wild West of Retail Media has just started on a path to get way less wild, and way more transparent, accurate, reliable, and secure. All thanks to the work of the IAB, the Media Rating Council and experts from across the industry. Yes, the IAB has released a landmark new set of guidelines for retail …
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