The CPG Guys – Details, episodes & analysis

The CPGGUYS are joined in this episode by Jeff Bustos, VP Measurement addressability data to discuss retail media performance and standards. Jeff has spent a lifetime in media greatness and is the absolute authority to hold brands and retailer accountable on this journey.

Find Jeff Bustos on Linkedin at: https://www.linkedin.com/in/bustosjeffrey/
Find IAB on Linkedin at: https://www.linkedin.com/company/iab/
Find IAB online at: https://www.iab.com/

Here's what we asked him : 
1. Your career spanning Interpublic, WPP and Omnicom and now the king of measurement. Take us through the years from Florida international Univ through the years to IAB? What advice do you have for someone who wants to be in this RMN space?
2. What do you see as some of the critical challenges at RMN’s today?
3. Not all RMN’s are made the same. Some small, some scaled, some medium, Some with significant inventory, some with little or no offsite. How does a brand navigate this?
4. What do you see as the most significant trends or developments at RMN’s right now?
5. How does the IAB collaborate with other industry stakeholders to set standards and best practices for advertising? 
6.With increasing concerns over data privacy, how is the IAB working to ensure responsible practices among advertisers and publishers??
7. Now the prize question of them all - how is the IAB setting standards for retail media measurement - give us a short summary of your findings in January this year?
8. What’s the next a-ha in RMN’s - is it all instore, is it offsite inventory, and will cookie deprecation’s acceleration change everything?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
RetailWit Website: http://retailwit.com
Rhea Raj’s Website: http://rhearaj.com
Lara Raj on PopStar Academy: https://www.netflix.com/us/title/81587828?s=i&trkid=258593161&vlang=en
Kavita's podcast: Spotify   Apple

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast. 

The CPG Guys are joined in this episode by Patrick Miller, co-founder of Flywheel, a division of Omnicom. Joining Peter to co-host the program is Flywheel's Jacqui Dynowski. Patrick discusses "The Big Shift" white paper which he co-wrote with Katie Box.

Follow Patrick Miller on LinkedIn at: https://www.linkedin.com/in/patrickgmiller/
Follow Flywheel on LinkedIn at: https://www.linkedin.com/company/flywheel-digital/
Follow Jacqui Dynowski on LinkedIn at: https://www.linkedin.com/in/jacqueline-dynowski/

Download "The Big Shift” white paper at: https://www.flywheeldigital.com/guides/the-big-shift-retail-power-dynamics

Learn more about the CGT Sales & Marketing Summit Sept 23-25 in Princeton NJ: https://www.cgsmsummit.com/2024


Patrick answer these questions:

1. Brands were very dominant in the first half of the last century. What changed in terms of the retail landscape and how did brands respond?
2. What is it about the digital shelf in online marketplaces that differs from the physical world and what power do brands have in this channel?
3. Why are retailers so excited about retail media? What are their core motivations for launching networks?
4. For retail media to deliver revenue and profit growth to retailers, there is an expectation that it will attract “Net new” investments from brands. What do brands need in exchange for these new dollars to begin flowing at scale?
5. You often use words like closed-loop, determinism and probabilism when talking about media across retailers. What does this mean for brands in the context of their media spend and why should they be thinking about deterministic measurement?
6. Meanwhile domestic retailers are feeling pressure from new competitive sources like Chinese marketplaces. Why and how are they responding?
7. How should brands be leveraging the power they have in the era of marketplaces and retail media to realign the balance of power and how should retailers respond?
8. What types of investments and choices do brands need to make in order to evaluate which retail media networks are right for them? And how will they know which ones are best positioned to help them grow profitably?  

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast. 

The CPGGUYS are joined in this episode by Luke Kigel - VP of digital marketing & consumer experiences at Kimberly-Clark.

Connect with Luke Kigel on Linkedin : https://www.linkedin.com/in/lukekigel/
Connect with Kimberly-Clark on Linkedin : https://www.linkedin.com/company/kimberly-clark/
Connect with Kimberly-Clark online : https://www.kimberly-clark.com/en-us

This discussion is all about modern marketing and catering to today's digitally influenced consumer and what skillsets are required to make today's brands elite.

Here's what we asked Luke :

1. Your career passes through elite brands like J&J, mediacom, Universal Mcann, OMD, Walgreens including retail media leadership. Take us through the years to KCC and what advice do you have for someone wanting to follow in your steps?
2. How have your past experiences at agencies, especially UM, shaped your plans for this role? 
3. How does Kimberly-Clark approach full funnel marketing? Which one wins - upper or lower funnel? What does a full funnel marketing campaign look like?
4. How do you advocate for the perfect campaign at KCC - what constitutes a great campaign?
5. How do you help measure media success? What kind of metrics do you use and advocate for in your MMM?
6. Retail media - the crazy world that’s shaped over the last 4 years. You even have experience running an RMN in your previous role - what is going on?
7. How do you partner with brands on innovation? What is your innovation philosophy and how do you partner with retail to activate?
8. The last question is called fast forward - what’s the next evolution of the consumer and the shopper journey? What are you planning for?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
RetailWit Website: http://retailwit.com
Rhea Raj’s Website: http://rhearaj.com
Lara Raj on PopStar Academy: https://www.netflix.com/us/title/81587828?s=i&trkid=258593161&vlang=en
Kavita's podcast: Spotify   Apple

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast. 

The CPG Guys are joined in this episode by Ben Tienor, Director of Gulp Media Network, the Retail Media division of 7-Eleven which is the world's largest convenience retailer with over 13,000 corporately-owned and franchised stores in North America.

Follow  Ben Tienor on LinkedIn at: https://www.linkedin.com/in/bentienor/
Follow 7-Eleven on LinkedIn at: https://www.linkedin.com/company/7-eleven/

Ben answers these questions:

1) Would you please highlight a few of the pivotal roles that you think most helped prepare you for your evolution in leading the commercialization of Gulp Media Network?
2) Would you please help dimensionalize Gulp Media Network’s audience reach/ frequency and the underlying customer transaction asset. 7Rewards is a well-established consumer loyalty program as is the 7NOW Delivery platform. I have to imagine these longitudinal data sets are foundations to your audience identification capabilities.
3) What types of advertisers will find Gulp Media Network particularly appealing as marketing channel? Is it all about immediate consumption food & beverages or is it more and why?
4) What are the primary on-site capabilities for advertising that Gulp Media Network is offering and where in the marketing funnel do each of these capabilities typically support consumer engagement?
5) Would you walk us through some of the offsite partnerships that Gulp Media Network has established and the value you see these partners bringing to advertisers seeking to leverage the 7-Eleven’s shopper audience?
6) Performance measurement is critically important for advertisers seeking to justify the sizeable shift in budget from traditional channels like linear TV and print. What is Gulp Media Network making available to your advertisers to help them lean into your offerings?
7) Ben, what news do you have to share with our audience about the continued roadmap for Gulp Media Network that will be of particular interest?
8) What do you see as areas for growth and innovation in retail media that have you excited about the future of this rapidly growing channel?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
NextUp Website: http://NextUpisnow.org/cpgguys
RetailWit Website: http://retailwit.com

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. 

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast. 

This episode was originally published on our sister podcast The FMCG Guys and features Tom Langley, head of retail media for John Lewis Partnership with includes the John Lewis department stores and Waitrose supermarkets.

Follow  Tom Langley on LinkedIn at: https://www.linkedin.com/in/tom-langley01/
Follow John Lewis Partnership on LinkedIn at: https://www.linkedin.com/company/john-lewis-partnership/
Follow JLP Retail Media online at: https://waitrose.frontify.com/public

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
NextUp Website: http://NextUpisnow.org/cpgguys
RetailWit Website: http://retailwit.com

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. 

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast. 

The CPG Guys are joined in this episode by Bryan Leach, founder and CEO of mobile loyalty rewards program Ibotta., a free cash back rewards web and mobile app that gives you real cash for everyday purchases when you shop. Ibotta provides thousands of ways for consumers to earn cash on their purchases by partnering with more than 2,700 brands and retailers. Ibotta also powers rewards programs for top retailers and makes its offer content available on a number of leading websites and apps through the Ibotta Performance Network. 

This episode is sponsored by Ibotta.

Follow  Bryan Leach on LinkedIn at: https://www.linkedin.com/in/bwleach/
Follow Ibotta on LinkedIn at: https://www.linkedin.com/company/ibotta-inc-/
Follow ibotta online at: https://home.ibotta.com/

Bryan answers these questions : 

1. Let's discuss your journey from Yale Law School, courts, to being a lawyer and then starting Ibotta. How did that happen? What advice do you have for others who want to follow in your footsteps?
2. Take us through the value proposition of Ibotta. What should brands expect from a partnership, and why should they seek it?
3. Ibotta has significant reach with retail. Take us through your retail partnerships, and the one with Walmart is considered sort of exclusive. Demystify what that could mean.
4. How does a consumer benefit from the app? Why is it considered the premier loyalty platform for a brand?
5. The latest version of ios 17 brings with it the end of cookie-based tracking for the most part.  How does this impact Ibotta and your relationship with the consumer? How do you ensure privacy for the consumer?
6.  Retail media - today’s hottest topic and everywhere at retail. How is Ibotta part of the retail media ecosystem or planning to be engaged in it?
7. A bit over a year ago, Ibotta launched the Ibotta Performance Network. Can you tell us about that evolution and the factors that culminated in this offering?
8. Looking ahead, what are the biggest challenges facing the industry? The opportunities? 

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
NextUp Website: http://NextUpisnow.org/cpgguys
RetailWit Website: http://retailwit.com
Rhea Raj’s Website: http://rhearaj.com

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. 

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast. 

The CPG Guys are joined in this episode by Gregory Grudzinski, Head of Content for WARC Digital Commerce, an Ascential Company that has been helping marketers and strategists Make it “WARC” since 1985.

Follow  Gregory Grudzinski on LinkedIn at: https://www.linkedin.com/in/grudzinski/
Follow WARC on LinkedIn at: https://www.linkedin.com/company/warc/
Follow WARC online at: http://warc.com
Follow the Digital Shelf Institute on LinkedIn at: https://www.linkedin.com/company/digital-shelf-institute/
Follow the Digital Shelf Institute online at: https://www.digitalshelfinstitute.org/

Learn about the WARC/DSI Report “How Retail Media is Disrupting Marketing Structures” here: https://lp.warc.com/organizational-readiness

Gregory answers these questions:

1)  Gregory, your report looks at how retail media is disrupting marketing structures.  Of all the factors at play, what prompted you to zero in on retail media?
2) How is Retail Media reshaping the traditional path to purchase, and how have brands had to adapt?
3) How is Retail Media changing the relationship brands have with retailers?
4) Looking beyond RM, how are functions like manufacturing, R&D, logistics, and supply chain being influenced by the move to digital commerce?
5) Based on the research you conducted, what are the optimal KPIs to use to measure retail media performance?
6) What do you see as some of the top challenges facing brands as they develop proficiency in digital commerce?
7) Your report presents some differing opinions regarding Centers of Excellence as a driver of digital transformation.  Can you take us through it? 
8) I see in the report you spoke with a number of CPG insiders about organizational change.  What are some of the top attributes winning companies share?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
NextUp Website: http://NextUpisnow.org/cpgguys
RetailWit Website: http://retailwit.com

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. 

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast. 

The CPG Guys are joined in this episode by Lisa Kinney, VP Customer Analytics & Market Intelligence at Albertsons Companies, one of the largest food & drug retailers in the United States.

Follow  Lisa Kinney on LinkedIn at: https://www.linkedin.com/in/lisa-kinney-4499b12/
Follow Albertsons on LinkedIn at: https://www.linkedin.com/company/albertsons/
Follow Albertsons online at: https://www.albertsonscompanies.com/

Watch Lisa serve a Skyline Cheese Coney to Former First Lady Barbara Bush: https://local12.com/news/local/barbara-bush-visited-the-tri-state-several-times

Lisa answers these questions:

1)  Customer-centric insights & analytics are at the heart of your experience. What drew you to this field and what types of data sources do you think as being central to a retailer’s ability to establish business intelligence capabilities for success?
2) Are demographics still primarily relevant in terms of customer understanding or are they more contextual in helping better understand customer segments based upon purchasing behavior? What do you see as the inherent limitations of demographics in analytics?
3) Historically, retailers have leveraged the analytic muscle of its key vendor partners to inform their business analytics. Is that still the case? How are retailers accessing meaningful insights independent of CPG manufacturers and what role do you see these business partners playing going forward?
4) A retailer’s transaction data set is quite rich. How should retailers mobilize and create strategy and actions with this asset and what are the barriers or key to simplifying for merchants to use and action?
5) Can you give us a flavor for some of the problems that retailers are tackling through analytics?
6) How important are analytics in supporting eCommerce and full-funnel retail media marketing?
7) How do retailers or brands trying to create a customer centric, data driven culture get started? What are some of the lessons learned throughout your career you can share to help accelerate success and avoid some of the pitfalls you have had to learn and pivot to avoid?
8) Any words of wisdom for peers or early in their careers that you can offer to help them navigate this ever changing industry of data, analytics, and change management?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
NextUp Website: http://NextUpisnow.org/cpgguys
RetailWit Website: http://retailwit.com

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. 

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast. 

Description : 

The CPG Guys are joined in this episode by Bing Chen & Jeremy Tran, co founder of the Asian focused impact VC - Gold House. This is a spirited conversation on being Asian in the workplace and career aspirations.

Follow  Bing Chen on LinkedIn at: https://www.linkedin.com/in/bingchen/
Follow  Jeremy Tran on LinkedIn at: https://www.linkedin.com/in/jeremytran/
Follow Gold house on LinkedIn at: https://www.linkedin.com/company/goldhouseco/
Follow Gold house online at: https://goldhouse.org/

Bing and Jeremy answer these questions:

1. Bing - give us the scoop on your career, from U Penn to google to Youtube. How did that result in AU holdings being formed and what is your advice to others who want to follow your path?
2. Jeremy - what is Gold House - what is your role as COO. How did you transition from being an attorney at law to COO of Gold House?
3. Jeremy - who becomes part of the gold house family? Of course thanks to your generosity, Rhea Raj, my daughter was featured by you in partnership with AEG on the billboard on times square
4. Bing - what brands, companies are under the gold house venture - give us an overview of them and the why behind some of them?
5. Bing - Asians and entertainment - very scaled outside the US : China, Korea, Japan, Bollywood, severely under represented in the USA, why? How is Gold house solving for this?
6. Jeremy - As the COO, what do you look for when bringing creators into Gold House? What do you advise them once they are part of the network? Who invests in Gold house? 
7. Bing - lets talk about the invite only venture network and multicultural board seat network. How do Asians and other multicultural executives benefit from this. How do they reach out to gold house?
8. Jeremy & Bing - here on the cpgguys, the last question is always fast forward - what’s next for Gold House and the group of companies? What is considered nirvana for you?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
NextUp Website: http://NextUpisnow.org/cpgguys
RetailWit Website: http://retailwit.com

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. 

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast. 

The CPG Guys are joined in this episode by Liz Buchanan, and Troy Treangen, Head of Global Product & Platforms at NielsenIQ, the world’s leading consumer intelligence company, delivering the most complete understanding of consumer buying behavior and revealing new pathways to growth.

This episode is sponsored by NielsenIQ.

Follow  Liz Buchanan on LinkedIn at: https://www.linkedin.com/in/liz-buchanan-35b2007
Follow  Troy Treangen on LinkedIn at: https://www.linkedin.com/in/troy-treangen-800a841
Follow NIQ on LinkedIn at: https://www.linkedin.com/company/nielseniq/
Follow NIQ online at: http://NielsenIQ.com
Listen to NIQ’s “Need to Know” on Apple Podcasts: https://podcasts.apple.com/us/podcast/niq-need-to-know-podcast/id1696192898

Liz and Troy answer these questions:

1)  Liz & Troy - describe your career paths to NIQ and learnings along the way. Advice to others pursuing a career in insights. 
2) Liz - what is one version of the truth and how is NIQ delivering for brands and retailers 
3) Troy - describe the several product names against this one version of the truth and what brands and retailers can expect in each one 
4) Liz - Troy mentioned you're leading an effort to roll out a new platform to every country and customer globally. what benefits can brands and retailers expect from this?
5)  Troy - how are you incorporating tech into your products - especially AI and ML. 
6) Troy - how do you support customers investing in data lakes and building their own capabilities?
7) Liz - tell us about customer success, and how you are personally leading that globally for NIQ
8) Liz - How do you work with customers and get feedback to inform what you develop and roll out?
9) Troy - our last question is always fast forward, what can brands expect from an NIQ omnichannel roadmap perspective. Omnichannel?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
NextUp Website: http://NextUpisnow.org/cpgguys
RetailWit Website: http://retailwit.com

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. 

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.