Dr. Ed Dobbles, DBA

What does it take to win in #CPG? Circana’s CPG Growth Leaders report measures the omnichannel performance of more than 600 consumer packaged goods companies with sales greater than $100 million. 🚀 Get a copy of the 2023 U.S. CPG Growth Leaders report here 👉https://lnkd.in/g4BBBMfE

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𝗔 𝗻𝘂𝗮𝗻𝗰𝗲𝗱 𝗖𝗣𝗚 𝗰𝗮𝘁𝗲𝗴𝗼𝗿𝘆 𝗳𝗼𝗿𝗲𝗰𝗮𝘀𝘁 𝗳𝗼𝗿 𝟮𝟬𝟮𝟱 𝗶𝗻 𝘁𝗵𝗲 𝘁𝗼𝗽 𝟲 𝗘𝘂𝗿𝗲𝗼𝗽𝗲𝗮𝗻 𝗴𝗿𝗼𝗰𝗲𝗿𝘆 𝗺𝗮𝗿𝗸𝗲𝘁𝘀 based on 6 factors; in the final issue of the 2024 Demand Signals* Category Monitor: 💰 𝗜𝗻𝗳𝗹𝗮𝘁𝗶𝗼𝗻 𝘀𝗲𝘁 𝘁𝗼 𝗿𝗶𝘀𝗲 𝘁𝗼 𝟮.𝟳% 𝗯𝘆 𝗲𝗻𝗱 𝗼𝗳 𝗛𝟭 𝟮𝟬𝟮𝟱; COL crisis continues 🥈 𝗦𝘂𝘀𝘁𝗮𝗶𝗻𝗮𝗯𝗹𝗲 𝘃𝗼𝗹𝘂𝗺𝗲 𝗴𝗿𝗼𝘄𝘁𝗵 𝗶𝘀 𝘁𝗵𝗲 𝗰𝗿𝘂𝗰𝗶𝗮𝗹 𝘁𝗵𝗲𝗺𝗲 as demand slows 🌟 𝗣𝗿𝗼𝗺𝗼𝘁𝗶𝗼𝗻𝘀 𝗮𝘁 𝗮 𝟱-𝘆𝗲𝗮𝗿 𝗵𝗶𝗴𝗵 𝘄𝗶𝗹𝗹 𝗻𝗼𝘁 𝗰𝗿𝗲𝗮𝘁𝗲 𝗼𝗿𝗴𝗮𝗻𝗶𝗰 𝗱𝗲𝗺𝗮𝗻𝗱 - so brand over-saturating shelves must look to the whole toolbox 🏪 𝗣𝗿𝗶𝘃𝗮𝘁𝗲 𝗟𝗮𝗯𝗲𝗹𝘀 𝘄𝗶𝗹𝗹 𝗰𝗼𝗻𝘁𝗶𝗻𝘂𝗲 𝘁𝗼 𝗴𝗿𝗼𝘄 𝘆𝗲𝘁 𝗮𝘁 𝗮 𝘀𝗹𝗼𝘄𝗲𝗿 𝗿𝗮𝘁𝗲 despite retailer transformation strategies 🛒 𝗗𝗶𝘀𝗰𝗼𝘂𝗻𝘁𝗲𝗿𝘀 𝗴𝗿𝗼𝘄𝘁𝗵 𝘁𝗼 𝘀𝘁𝗮𝗹𝗹 as Supermarkets fight back comprehensively 💡 𝗜𝗻𝗻𝗼𝘃𝗮𝘁𝗶𝗼𝗻 - 𝗯𝗲𝘆𝗼𝗻𝗱 𝗽𝗿𝗼𝗱𝘂𝗰𝘁 - 𝗵𝗮𝘀 𝘂𝗻𝘁𝗮𝗽𝗽𝗲𝗱 𝗽𝗼𝘁𝗲𝗻𝘁𝗶𝗮𝗹 - to include Media & Promotion Effectiveness & Execution We may have got 6/6 predictions right for 2024. But we are not bringing out the champagne just yet! Happy Holidays to you from Circana

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More from our series of analytic highlights of May! Let me know what you think!

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Morning beverages are engrained into our daily routines, and U.S. consumers always find the time to have them. Discover how beverages will impact the morning occasion over the next three years with Circana’s Future of™ Morning: https://bit.ly/4eKJ1vs

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Obesity drugs, private-label foods and shifting social patterns are disrupting America’s food landscape. What the Future:Food lays out how stakeholders from food makers to packaging companies to appliance makers can thrive in these changes. https://lnkd.in/gqEKJByE

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Check out The Path https://lnkd.in/eu4XfpFN for career reflections and advice from top Insights & Analytics leaders, across a variety of industries. What does it take to become the Head of North America Insights & Analytics and Measurement for Visa? Take a look at Jagruti Jain’s career path for inspiration. Register to receive regular updates on featured leaders throughout 2024. #thepathtoinsights

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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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Investing in Retail Media? Check out our latest ROI Genome Flash report here!

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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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Check out the most recent episode on the Spotlight Series!

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The Forrester B2B Marketing and Sales Data Strategy Model and Process have been redesigned to better meet the demands of B2B #DataQuality improvement while your business remains in motion. Changing the tires on a moving car...and other impossible things.

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1 Comment

With the acquisition of Nielsen's MMM by Circana, what does this mean for CPG brands? 1. Brands who were on Nielsen's MMM Its unclear how Nielsen's MMM will get, or will not, move to Circana's additive methodology. MMMs need to be calibrated and Circana will have a lot of work to DO to be able to see how to transition these.... should they take that route. Transitioning MMMs are hard, and explaining these numbers is even harder. 2. Brands who were on Circana/IRI MMM Likely, not much change. Whether IRI plans to use Nielsen model in the long term will be tested out for some smaller brands before they roll out more widely.... lets see. 3. Shop around These partnerships for enterprise clients are extremely long and expensive to setup. But given that you only have one vendor to pick from, its a good idea to shop around and see which other vendor can help with these transitions. I advise clients on picking the right vendor based on their business and needs. The idea that CPG brands need store level data to predict Marketing mix, while ideal, from a statistical point of view, is not that important to marketers. I have seen aggregated models do a fair job of measuring incrementality and ROIs. Most media is not run at store level, so why get stuck on these models. From a Promo POV, which is a significant investment, the Price and promo models, should be a better indicator of your trade investments. Would love to hear some thoughts on folks... #MMM #marketing #nielsen #circana

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