Join Greg Dolan, CEO and Co-founder of Keen Decision Systems, for an essential conversation with Olga Yurovski, Founder and CEO of Shopperations, about transforming CPG marketing from reactive annual planning to proactive continuous optimization that drives better business outcomes.

In this episode, Olga reveals how the volatile, uncertain, complex, and ambiguous (VUCA) business environment has made traditional annual planning obsolete, and shares the systematic approach that leading CPG brands are using to build closed-loop planning processes that adapt to changing market conditions in real time.

Discover why establishing proper data taxonomy and systems of record is the critical first step before implementing analytics, and learn how to break down organizational silos by integrating retail media capabilities with shopper marketing teams to maximize the 70-80% of budgets now flowing through retail media channels.

Key topics include:

• Transitioning from annual to continuous planning cycles
• Building proper data taxonomy and systems of record
• Integrating retail media with shopper marketing operations
• Eliminating the 52% of time spent on administrative tasks
• Implementing self-service systems for stakeholder efficiency
• Future applications of AI and automation in marketing operations

Olga shares practical insights from over eleven years of building solutions for CPG marketing operations, including real-world examples of how proper systems have enabled clients to complete financial audits in 20 minutes instead of weeks, merge company portfolios seamlessly, and reduce agency scope by bringing budget management in-house.

Whether you're a CPG marketer, shopper marketing professional, or marketing operations leader, this conversation provides actionable strategies for building the foundation needed to thrive in today's rapidly changing business environment.