Michelle Grant

Be inspired by top Insights & Analytics leaders via The Path https://lnkd.in/gnKFpjFh. Our July leader – Sean Burress, MBA, Kimberly-Clark Global Sr Director, Insights & Analytics – tells us how he found his best professional self from the most painful advice. Register to receive regular updates on featured leaders throughout 2024. #thepathtoinsights

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New research from EMARKETER shows that while digital ad spending in the CPG sector will slow down a bit in the next couple of years, it will still grow faster than other industries. Here are some of the insights that I found most interesting and how I think CPG brands can better allocate their marketing & media budgets to win in 2025.     • This year, CPG brands are set to spend nearly $50 billion on digital ads, making up 16.5% of the total digital ad market. • This is a 16.6% increase from last year, making it the third fastest-growing industry in digital ad spend.  • However, the growth pace will slow to 6.1% in 2025 and 5.8% in 2026. CPG advertisers prefer display ads and mobile platforms, with 57.9% of budgets going to display and 69.3% to mobile.  • Toiletries and cosmetics still dominate, but beverages are growing fast. • Nonalcoholic drinks are expected to see a 27.4% increase in digital ad spending this year, with alcoholic drinks close behind at 22.1%.   These shifts highlight the challenges that CPG faces.   Slower population growth, grocery consolidation, and changing consumer habits have ended decades of steady growth. The pandemic and inflation have added pressure, making the industry spend more to get less.   To stay ahead, CPG companies need to change faster, especially in advertising. Digital now accounts for 75% of all ad spend, but CPG advertising is only 50% digital.   How can in4mation insights help drive better decision-making?   Your marketing efforts don't exist in isolation. Each one needs specific expertise to adjust and improve strategy.   Consider your media and marketing mix. Many things affect Return on Advertising Spend (ROAS), like the effectiveness of different media channels, geographical factors, seasonal trends, and the complex metrics of retail media networks.   Strong analytical methods, like Marketing Mix Modeling (MMM), are key to evaluating and improving your media and marketing tactics. Advanced MMM firms with effective tools can help you get accurate and detailed results quickly.   If you’re tackling issues related to media spending, let’s talk.    Read the full article, “CPG Ad Spending To Moderate In 2025” in MediaPost:

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Fascinating insights in this new blog from Circana! Some highlights: 💡People are shopping and eating differently — for reasons that don’t uniformly apply. You need to show up for different consumers in different ways. 💡Affordability and convenience matter more than ever. Price and promotions may drive traffic, but relevance wins loyalty. 💡The fight for future market share starts now. Staying relevant 365 days a year means taking a full 360-degree view of consumers, demographically and beyond.

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The big Omnichannel conundrum: TRUTH: Our shoppers don't understand this online and offline thing REALITY: We do a good job talking "Omni" but can't back that up with our data reporting CONSEQUENCE: We can't drive a true understanding of Omnichannel growth opportunities in our organisation and therefore we're therefore out Sound familiar? There are many reasons why you can't do it, but lots of why you should drive a true Omnichannel approach. Above all though, don't let the lack of a perfect scenario get in the way of making some progress. This is why I had the pleasure of talking with true leaders including Boris Rütten, Charlotte B., Neil Darragh and Todd Hassenfelt to understand the basic steps that you can take. Read Part 1 when we discuss how to set yourself up for success with relevant KPI's. And look out for part two, coming soon, when we tackle how leading brands are achieving this omnichannel goal.

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Private Label appeal is ubiquitous. We have new data that confirms it.

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PersonaBots - fueled by robust research and insights - are an engaging way to bring a segment or target to life for your team and stakeholders. Let us know if you'd like to explore a PersonaBot on your next project!

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Supermetrics is recognized as One to Watch in Snowflake's 2025 Modern Marketing Data Stack report! ❄️ Dive into the report to explore how marketers can harness the power of first-party data in Snowflake, driving the convergence of ad tech and martech for smarter decisions. Get the details here: https://bit.ly/3BUQoCb

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You don’t have to compromise trustworthiness to use generative AI. Ipsos’ best-in-class suite of tools and capabilities leverages artificial intelligence as a complement to human intelligence to advance research with security, speed, efficiency and superior outcomes.  ​https://lnkd.in/gfC2naT8 Our tools use our safe and secure Ipsos Facto platform as a base — a secure, protected environment that is platform-agnostic, using the latest models from Google, OpenAI, Anthropic and Mistral — and we never use your data to train the model. And, as with all proprietary data and information Ipsos handles, it’s safely behind a secure Ipsos firewall.  Ipsos: Trusted. Global. Innovative. Fast. Flexible. https://lnkd.in/gcZhmjdS #ipsosmovesfaster

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Failing to connect with underserved populations leads to large revenue loss. This loss will grow in the future as cultural and economic shifts demand that businesses make inclusivity a priority. Learn about how Kantar’s Brand Inclusion Index can help your brand to grow with inclusion. Don’t leave opportunity on the table. Download the free Brand Inclusion Index booklet to have a look at our sample data: https://lnkd.in/gfFw5iqF Watch the launch webinar on demand to gain deeper understanding of what the Brand Inclusion Index offers: https://lnkd.in/gmUCSJtT

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Check out The Path https://lnkd.in/grXuqRh8 for career reflections and advice from top Insights & Analytics leaders, across a variety of industries. What does it take to become the Global Head of Audience, Insights & Measurement for Uber? Take a look at Dorothy Ann Advincula’s career path for inspiration. Register to receive regular updates on featured leaders throughout 2024. #thepathtoinsights

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Conscious shoppers are changing the balance of essential and discretionary purchases in the consumer basket; with profound impact on volume sales; and a new opportunity to drive category growth; from Circana's latest research study on Volume Growth. Essential items have split into a new category of items that consumers buy less, use less, stock up less, or find alternatives (not always Private Labels) - these items are still essential but the opportunity to re-engage shoppers is a huge opportunity to drive growth. https://lnkd.in/ejPMgExp

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Better For products continue to nearly 4x growth rates of all other Non-Better For product offerings. Consistent growth over time has now allowed these products to represent nearly 10% of volume across Food and Beverage. Better For is certainly a leading driver for Emerging Brands but larger brands can also find growth with this classification. Reach out to me directly to hear more about NielsenIQ's Better For segment!

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👀 What a Trump presidency means for CPG brands 👀 The 2024 election outcome could reshape the CPG landscape, influencing consumer spending, supply chains, and regulatory environments. To stay competitive, brands should focus on universal themes like family, comfort, and wellness—offering stability consumers crave. Mintel experts recommend: 🤝 Avoid divisive messaging: Steer clear of polarizing topics and focus on inclusive, unifying messages. 🙏 Emphasize shared values: Highlight themes that resonate with broad audiences, such as nostalgia and wellness. ⚖ Offer stability: Position your brand as a trusted, steady presence during uncertain times. Our analysts and consultants are closely tracking trends and developments that could influence CPG brands, suppliers, and retailers. Reach out if you want to chat with them - that's what we're here for!

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Check out The Path https://lnkd.in/g_gAEVds for career reflections and advice from top Insights & Analytics leaders, across a variety of industries. What does it take to become the Global Head of Audience, Insights & Measurement for Uber? Take a look at Dorothy Ann Advincula’s career path for inspiration. Register to receive regular updates on featured leaders throughout 2024. #thepathtoinsights

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Gen Z is the wealthiest and most diverse generation yet - so, what's driving them? Out latest #N2K podcast episode features Marta Cyhan-Bowles where she talks about the core values and motivations of Gen Z to help you unlock growth and brand loyalty with this cohort. Tune in to this episode for everything you need to know about Gen Z and how to win them over: <https://ow.ly/Yh1230sFTMp> #Need2Know #SpendZ #GenZ

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Alphabet 3Q 2024 Earnings: New Google AdTech - But Future of Search Remains Uncertain Read a deep dive on the AdTech innovations introduced by Google and what they mean for the future of the company for FREE here: https://lnkd.in/g2DtNud7

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