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# Multi-Touch Attribution for CPG
**URL:** https://www.sigmoid.com/events/podcast/multi-touch-attribution-for-cpg/
Date: 2022-05-10
Author: Sigmoid
Post Type: page
Summary: Podcast Real-time marketing measurement to drive ROI Granular and Continuous Digital Measurement With Multi-Touch Attribution The CPG Guys – led by Sri...Read More...
Featured Image: https://www.sigmoid.com/wp-content/uploads/2023/04/Mask-Group-30.jpg
---
Podcast
# Real-time marketing measurement to drive ROI
[buzzsprout episode='10569656' player='true']
## Granular and Continuous Digital Measurement With Multi-Touch Attribution
The CPG Guys – led by Sri Rajagopalan (Chief Customer Officer at General Mills) had an interesting session with Taj Peeran (VP Marketing of Digital, eCommerce and Brand Engagement at **Reckitt**) and Rahul Kumar Singh (Co-Founder and Chief Analytics Officer at **Sigmoid**), to discuss marketing attribution, hyper-personalization, CLTV and the role of AI in creating business value for the CPG industry.
## Stuck with slow and outdated campaign insights?
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## Watch the podcast full episode video here
## Discussion Points
9:35 – What was your inspiration to start Sigmoid? Tell us about the data science practice and how you have been delivering ‘measurable outcomes’ for CPG customers?
12:20 – What is your role at Reckitt and what does a day in your life look like? Tell us how data and insights shape your marketing strategy?
15:30 – How is Sigmoid helping you in data processing and optimization of marketing spend?
16:24 – Most CPG companies today recognize that the digital world require a new approach to how you measure marketing spend. What is a Multi-Touch Attribution model? And tell our audience how Sigmoid’s Multi-Touch Attribution accelerator helps to optimize marketing spends and drive revenue?
22:01 – Can you connect Sigmoid’s capabilities directly with Reckitt’s eCommerce results? How is Sigmoid helping you and what value are you getting out of this partnership?
27:16 – Largely, Artificial Intelligence is still a buzzword in the CPG industry. Can you decompose what AI means from on ‘outcome’ perspective and how is Sigmoid leveraging AI?
36:56 – How are you driving value for your clients in Customer Life-Time Value (CLTV) and Hyper-Personalization?
44:49 – What did you find different and compelling in Sigmoid’s approach? And why did you pick them vs other analytics companies?
46:51 – Why do you believe Sigmoid is better than many technology engineering and analytics providers in the market? What is your core value proposition that differentiates you and why should a brand work with you vs somebody else?
## Speakers
#### Taj Peeran
#### VP Marketing of Digital, eCommerce and Brand Engagement, Reckitt
[Read more](#)
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### Taj Peeran
VP Marketing of Digital, eCommerce and Brand Engagement, Reckitt
Taj Peeran is an executive digital and e-commerce marketing leader with over 16 years of experience in global markets, with a focus on digital transformation, consumer engagement and driving online growth for CPG brands.
#### Rahul Singh
#### Chief Analytics Officer and Co-Founder Sigmoid
[Read more](#)
×
### Rahul Singh
Chief Analytics Officer and Co-Founder Sigmoid
Rahul is a global data and AI leader, who has built profitable data analytics strategies and AI/ML solutions for Fortune 500 companies. With his deep expertise in advanced analytics, he has delivered business value amounting to hundreds of millions of dollars for companies.
## Moderator
#### Sri Rajagopalan
#### Chief Customer Officer at General Mills and Co-Host of ‘The CPG Guys’ podcast
[Read more](#)
×
### Sri Rajagopalan
Chief Customer Officer at General Mills and Co-Host of ‘The CPG Guys’ podcast
A CPG omnichannel industry icon, Sri Rajagopalan, is the Chief Customer Officer at General Mills. He is the host for this episode of Multi-Touch Attribution on The CPG Guys podcast, a knowledge share community co-hosted by consumer loyalty guru, Peter V.S. Bond. The podcast series explores how brands and retailers engage with consumers in-store, online, and in-between.
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