Webinar on-demand

In-Flight Campaign Optimization Using MTA For CPG

How can your organization increase sales uplift by continuously measuring and optimizing marketing activities across channels at granular levels? One important capability in the CPG marketer’s arsenal today is in-flight optimization: the ability to adjust campaign elements while the campaign is in the field.

Watch Rineet Ratnakar (CIO – Hygiene and Home, Reckitt Benckiser) and Rahul Kumar (Chief Data Science Officer and Co-Founder, Sigmoid) to know how leading CPG companies assess and predict the impact of online advertising campaigns on offline sales for multiple brands to improve ROI.

Key discussion topics:

  • Challenges in measuring marketing effectiveness
  • Building the right models to assess marketing impact
  • Best practices for implementing multi-touch attribution
  • How to make your digital marketing spend count

A Message from Rineet Ratnakar

“Learn how RB used advanced Machine Learning models to get a timely and accurate read on how hard the marketing dollar is working.”

Rineet Ratnakar, CIO of Hygiene, North America, Reckitt Benckiser



Rineet Ratnakar
CIO – Hygiene and Home, North America,
Reckitt Benckiser

An industry veteran in the CPG-Data Analytics space, Rineet Ratnakar has been at the forefront of Reckitt Benckiser’s marketing and analytical initiatives.


Rahul Singh
Chief Analytics Officer and Co-Founder

The go-to person for transforming businesses using ML and AI, Rahul Singh leads the strategy, design, and implementation of data science projects at Sigmoid.