The CPG Guys Sri & PVSB are joined by Cristina Marinucci, NA Head of eCommerce Insights for Johnson & Johnson consumer goods.

Questions covered in the discussion

• Your career has intersected several brands and analytics companies. How has moving from one brand to another built upon your expertise and what are learnings one gets when they embark on new journeys with a new brand?
• As head of ecommerce analytics, what are your primary activities & deliverables? What are you focused on? Is it retail, DTC?
• Do you work on the results from retail media? What role does this play in overall success for a brand in their ecommerce journey? How do you go about evaluating ROI?
• eCommerce is a balance between short term and long term analytics & insights. How do you balance both and what is the focus for long term analytics?
• How did you go about selecting the right tools for analytics and how important is the partnerships with commercial organizations?
• How does one analyze results from Amazon vs omnichannel vs DTC? Are they completely different? Do you have access to the data you need? 
• Tell us about how ecommerce focus is created through analytics/insights. Are you trying to define cohorts, consumer/shopper personas and then working with commercial teams 
• Share the ideal ecommerce metrics one should be focused on? I can’t imagine they are anywhere close to the instore models we are all trained in?
• You have come from the instore world like us, how did you transform your thinking and career to be ecommerce focused? What’s the unlock?
• What is your advice for those seeking roles and careers in ecommerce analytics? How should they be cutting their teeth?

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