PODCAST

Real-time marketing measurement to drive ROI

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.

Moderator

Sri Rajagopalan

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.

Speakers

Taj Peeran

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 Kumar Singh, Co-Founder and Chief Analytics Officer, 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.

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Watch the podcast 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?