Interview: The Great Brand Debate: Insource or Outsource?

Your Packaging has 3 Seconds to Sell, with Michael Keplinger, Founding Partner at Smashbrand: 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 podcast to articulate the modern testing strategy to ensure that the packaging creative you craft is truly what will make the sale - and how those lessons can be applied across all your channels. by Unpacking the Digital Shelf

26 min listen

Delivering Differentiated Content in a World of Content Overwhelm, with Warren Daniels, CMO at Bynder: 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 deliver insights on the ways in which leading brands are upping the game of their content machine to compete and win in this next decade of the digital shelf. by Unpacking the Digital Shelf

35 min listen

Spicing up the Global Creative Process at McCormick, with Leah Carlson, VP Client Services at Velir: 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 of working across global teams to implement technologies and best practices that drive efficiency while still enabling local control. Leah generously joined the podcast to share the most impactful lessons from her journey. by Unpacking the Digital Shelf

28 min listen

New Research: The Impact of PDP Quality on Retail Media ROAS, with Russ Dieringer, Founder & CEO, Stratably, and Claire McBride, VP Research & Education, Stratably: 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 focused on just that, lead by Lauren Livak Gilbert, with guest experts Russ Dieringer, Founder & CEO, Stratably, and Claire McBride, VP Research & Education, Stratably. by Unpacking the Digital Shelf

51 min listen

Sustainability is Shifting from Promise to Progress, with Keith Anderson, Founder & Principal Analyst at Decarbonize.co: 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 Anderson, Founder & Principal Analyst at Decarbonize.co, joined the podcast to shine a solar-powered light on the ways that brands are organized around turning their commitments into action and positive outcomes for all. by Unpacking the Digital Shelf

42 min listen

A Model for Global Analytics Transformation and Harmonization, with Celia Van Wickel, Director Omnichannel Digital Commerce Analytics at Mars: 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 Mars, drives building out their global digital commerce analytics strategy, and works closely with the business to design, test and scale capabilities that deliver efficiency, measure results, and identify opportunities for growth. She kindly agreed to join the podcast to share the art and science for enabling digital commerce analytics to every region around the world. by Unpacking the Digital Shelf

31 min listen

Loyalty is Now Everyone’s Job, with Andrea Leigh, Founder & CEO, Allume Group: 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 podcast with the takeaways from Q1 based on their research. by Unpacking the Digital Shelf

39 min listen

Insights from Ecommerce in Asia, with Rebecca Xing, CEO at Trustana: 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 podcast from Singapore to share with the DSI audience the trends and opportunities in the Asia market that deserve the attention of brands looking to experiment with new consumer experiences and perhaps even expand to the Asian market. by Unpacking the Digital Shelf

39 min listen

Those Silos Ain’t Gonna Bust Themselves, with Diana Macia, Director of Global Omni-Commerce Capabilities at Kellanova: Our 250th Episode, LIVE from the 2024 Digital Shelf Summit! by Unpacking the Digital Shelf

25 min listen

The Scoop from CAGNY, with Russ Dieringer, Founder and CEO of Stratably: 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 on the podcast to summarize the shifts we can expect from some of the largest companies on earth, and the takeaways for you. by Unpacking the Digital Shelf

34 min listen

How to Activate a Killer Brand, with Natalie Cotter, Sr. Director, Digital Retail at Liquid Death Mountain Water: 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 the Liquid Death brand and their “humans”, as they call their consumers, is truly remarkable. Natalie Cotter, Sr. Director of Digital Retail at Liquid Death, joined the podcast to share some thirst-quenching details on how they continue to kill it in the beverage aisle. by Unpacking the Digital Shelf

29 min listen

Best-in-Class Data Governance Takes a Community, with Lindsay Savage, Sr. Director, Business Platforms & Data Governance at Georgia-Pacific: 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, their Sr. Director, Business Platforms & Data Governance, graciously agreed to join the podcast to share the organization, process, and community that she has helped build to make a value-driven data governance process a critical part of her company’s success. by Unpacking the Digital Shelf

41 min listen

How to Be a Big Bet Legend, with John Rossman, co-author of Big Bet Leadership: Your Transformation Playbook in the Hyper-Digital Era: 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 critical than ever. That’s why John Rossman, author of The Amazon Way and Think Like Amazon, has co-authored with Kevin McAffrey, former strategy head at TMobile a new business playbook called Big Bet Leadership: Your Transformation Playbook in the Hyper-Digital Era. John joined the podcast to introduce his clear, concise, and actionable treatise for driving the change your organization needs for the next era. by Unpacking the Digital Shelf

38 min listen

How to Access and Measure Retail Media Networks in the Wild West Era, with Andreas Reiffen, CEO & Co-Founder, Crealytics: 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 to share how brands can tap into solutions and providers that can ease access and management, and brings insights into how, as ROAS dies, more blunt but more accurate forms of measurement can be deployed. by Unpacking the Digital Shelf

31 min listen

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 at Hasbro: 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 interviews with digital leaders, The Digital Shelf Institute & Profitero have found that it takes much more than producing great content to effectively convert shoppers. This is an audio rebroadcast of webinar featuring Mike Black, CMO at Profitero, Shazer Baig, Ecommerce Director at L’Oreal,, and Kathleen Harrington, Vice President, Digital Merchandising at Hasbro, who joined Lauren Livak Gilbert to talk through a new framework for managin by Unpacking the Digital Shelf

57 min listen

The Funeral Preparations for the Death of the Cookie Must Start Now, with Jeff Greenfield,CEO at Provalytics: 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 hundreds of clients, and came to the podcast armed to the teeth with advice and best practices about how to prepare for the cookie’s funeral. by Unpacking the Digital Shelf

39 min listen

2024: The Year of OMNIGEDDON!, with Chris Perry, Chief Learning Officer at firstmovr: 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 organization is set up to take full advantage of what he calls Boomsday. (instead of Doomsday, get it?) Anyway, Chris joined the podcast to explain just some of the key principles and practices that will guide you to Boomsday. by Unpacking the Digital Shelf

47 min listen

Driving PDP Performance Through Authenticity at Scale, with Tom Logan, Co-founder & CEO at Cohley: 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 Cohley to join the podcast and share some best practices around testing, scaling, and maximizing the sales impact of your user generated content strategy. by Unpacking the Digital Shelf

42 min listen

Predictions for 2024 in Ecommerce, with Andrea Leigh, Founder & CEO, Allume Group: 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 podcast with ecommerce predictions for 2024 based on their research. by Unpacking the Digital Shelf

38 min listen

Attribution is Dead. Long Live Statistical Modeling, with Meghan Corroon, Founder and CEO at Clerdata: 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, Founder and CEO Clerdata, along with her mighty team of statistical modeling and data science brains, have a very compelling new SaaS-based, real-time answer to that most difficult question,, and she joined the podcast to share it. by Unpacking the Digital Shelf

36 min listen

No data, No Dollars: Lessons from DCG’s Retail Media Benchmark Report, with Gregor Murray, VP of Strategy, Digital Commerce Global: 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 retail media benchmark report that might just get us started towards the slope of enlightenment. Gregor Murray, VP of Strategy, Digital Commerce Global, joins the podcast to lay out some of the key takeaways that could impact how your organization thinks about your retail media investment strategy. by Unpacking the Digital Shelf

43 min listen

Unlocking Peace, Power, and Impact by Owning Your Identity at Work, with Amazon Best-Selling Author Tricia Montalvo Timm: 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 herself, in her family and personal relationships, and her career. Which dramatically changed the impact she would have on the people and the companies she worked with. She has captured that journey and the tools and insights that came out of it in her book entitled Embrace the Power of You: Owning Your Identity at Work. In it, she inspires and arms the reader to take that brave journey to showing up authentically and changing the circles they live and work in. Tricia joined the podcast to share some highlights from her stunni by Unpacking the Digital Shelf

47 min listen

Streamlining and Optimizing the Content Supply Chain, with Gloria DeCoste, Director of Omni-channel Marketing at Nestle USA: 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 focus on everything that her and her team does is in service of delivering great consumer experiences by Unpacking the Digital Shelf

35 min listen

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: 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 audio version of a recent DSI webinar featuring Kiri Masters, Head of Retail Marketplace Strategy at Acadia and Tom Spaven, VP of Marketing at Good Wipes sharing their Walmart playbook for success and how your brand can utilize Walmart better in your digital shelf strategy. by Unpacking the Digital Shelf

57 min listen

2024 Challenges and Opportunities: Insights from CPG Boardrooms, with John Carroll, President Digital Commerce and Analytic Services at Acosta Group: 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 distill that experience in CPG Boardrooms to give his perspective and advice on planning and executing for incremental growth and controlling costs in the uncertainty of the upcoming year. by Unpacking the Digital Shelf

33 min listen

Real-World Examples of How Top Brands are Using AI on the Digital Shelf: 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 AI and what the new era of content creation will look like. In this audio rebroadcast of a recent Digital Shelf Institute webinar hosted by Lauren Livak Gilbert, learn how fellow digital leaders like Todd Hassenfelt from Colgate and Pam Perino from Ghirardelli approached the same questions. Eli Orkin, VP of Marketing at Vizit, also joins to map out how AI-fueled data can drive measurable performance improvements on the digital shelf. by Unpacking the Digital Shelf

61 min listen

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: 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 Partnerships at Vibenomics and Nate Pinkston, Head of Growth at Microsoft Retail Media stopped by the podcast to bring to life the strategy, execution, and measurements of truly integrated, agile, measurable in-store and retail media campaigns. by Unpacking the Digital Shelf

42 min listen

A Collaborative Mindset in Highly Pressurized Times, with Kenji Gjovig, Managing Director at Bayfield Consulting: 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 at scale is an indispensable skill. Kenji joined the podcast to share decades of experience driving collaborative transformation in resource-constrained times. by Unpacking the Digital Shelf

26 min listen

From No Regrets Bets to Operational Transformation: Crafting an AI Strategy to Win Big, with Mike Monroe, Managing Director at Deloitte Digital: 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 a more profitable future. The ingredients to scale a content supply chain to both continually optimize for performance today while investing in an AI-fueled future of true personalization and operational transformation. And according to Mike, what’s at stake is that your brand will either win big, or lose big. Mike joined the podcast to provide a journey map to that future. by Unpacking the Digital Shelf

38 min listen

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: 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 discussing what the future impact and opportunities of a commercialized version of this drug might look like, and shared this point of view. Rob Gonzalez has a low opinion of humanity’s ability to let anything stand between them and their Twinkies, and this pre-thanksgiving Ozempic Hot Take podcast episode is the result. by Unpacking the Digital Shelf

29 min listen

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Interview: The Great Brand Debate: Insource or Outsource?

Interview: The Great Brand Debate: Insource or Outsource?

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