Unpacking the Digital Shelf

By Digital Shelf Institute

What's Unpacking the Digital Shelf about?

Let’s talk through the future of brand manufacturing in the digital age. Welcome to Unpacking the Digital Shelf. For more commerce content for all brands CPG & beyond, visit us at www.digitalshelfinstitute.org

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Unpacking the Digital Shelf episodes:

05.27.2024
Spicing up the Global Creative Process at McCormick, with Leah Carlson, VP Client Services at Velir
Digital transformation is in Leah Carlson’s blood. From the first outside employee at a family-run business, to leading technology and web projects at the National Cattlemen’s Beef Association, to 6.5 years building out global creative, content, and growth capabilities...
05.20.2024
New Research: The Impact of PDP Quality on Retail Media ROAS, with Russ Dieringer, Founder & CEO, Stratably, and Claire McBride, VP Research & Education, Stratably
Are you tired of wasted ad dollars and subpar consumer experiences? Of course you are! The DSI partnered with Stratably to interview digital leaders and found that 71% of digital leaders from 78 consumer brands say Product Detail Page (PDP)...
05.13.2024
Sustainability is Shifting from Promise to Progress, with Keith Anderson, Founder & Principal Analyst at Decarbonize.co
As we shift from stopping climate change to Mitigation and adaptation, retailers and brands are increasingly making Net Zero commitments and digging into the practical ways they can have an impact. And, it turns out, that those who do are...
05.06.2024
A Model for Global Analytics Transformation and Harmonization, with Celia Van Wickel, Director Omnichannel Digital Commerce Analytics at Mars
For a company that has been around since 1911, Mars has a reputation as one of the most visionary companies in the industry, particularly when it comes to building global capabilities that scale and flex to serve the needs of...
04.29.2024
Loyalty is Now Everyone’s Job, with Andrea Leigh, Founder & CEO, Allume Group
Every quarter, the ecommerce education consultancy Allume Group consolidates the output of expert conversations, annual reports, and the latest data to create their Allume Insider report, or AIR. It’s chock a block full of the most current insights into the...
04.22.2024
Insights from Ecommerce in Asia, with Rebecca Xing, CEO at Trustana
Ecommerce in Asia is such a vibrant mix of unbelievable scale, rapid innovation, and distinct cultures that together become a fascinating source of case studies for other markets to mine for opportunity. Not everything translates, but there is a deep...
04.15.2024
Those Silos Ain’t Gonna Bust Themselves, with Diana Macia, Director of Global Omni-Commerce Capabilities at Kellanova
Our 250th Episode, LIVE from the 2024 Digital Shelf Summit!
04.08.2024
The Scoop from CAGNY, with Russ Dieringer, Founder and CEO of Stratably
The annual CAGNY event in New York, is a rich opportunity to get the pulse of CPG CEOs and CFOs, and identify business trends and areas of focus that will impact the industry up until the next CAGNY. We had...
04.01.2024
How to Activate a Killer Brand, with Natalie Cotter, Sr. Director, Digital Retail at Liquid Death Mountain Water
Standing out in a crowded beverage market takes creativity, endless energy, and, at least in one case, a passion for murder. I’m talking of course about the brand Liquid Death, which has grown from an Amazon listing in 2019 to...
03.25.2024
Best-in-Class Data Governance Takes a Community, with Lindsay Savage, Sr. Director, Business Platforms & Data Governance at Georgia-Pacific
Accurate, complete, reliable data is the enabler of all business operations, and particularly so in commerce. The trick is to create a set of people, processes, and technology that is set up for for success every day, month, and year....
03.18.2024
How to Be a Big Bet Legend, with John Rossman, co-author of Big Bet Leadership: Your Transformation Playbook in the Hyper-Digital Era
There’s a distinct sense that we are at the precipice of another era-defining change in commerce, business, and even societies. A moment where leaders will be called to envision and enable the big transformations necessary to survive and thrive through...
03.11.2024
How to Access and Measure Retail Media Networks in the Wild West Era, with Andreas Reiffen, CEO & Co-Founder, Crealytics
More and more retailers are bringing their retail media networks online in 2024, which is both a management and measurement challenge for brands, but also a significant potential early advantage for those who figure out how to manage it. ...
03.04.2024
You Have Best-In-Class Digital Content, BUT is it Effective?, with Shazer Baig, Ecommerce Director at L’Oreal, Mike Black, CMO at Profitero, and Kathleen Harrington, Vice President, Digital Merchandis
Content is understandably a key focus for digital leaders: it's the first thing consumers see and a key factor in their decision-making. Brands have placed a renewed emphasis on creating best-in-class content, but they're also questioning what content levers they...
02.26.2024
The Funeral Preparations for the Death of the Cookie Must Start Now, with Jeff Greenfield,CEO at Provalytics
Well, folks, this is it. 2024 is actually the year the cookie finally dies. No more reprieves. And that means you need to get really serious about the steps you need to take to build out the new data that...
02.19.2024
2024: The Year of OMNIGEDDON!, with Chris Perry, Chief Learning Officer at firstmovr
The opportunity to take full advantage of growth opportunities of the next few years will come from evolving your strategies and tactics to be fully omni - yes, it’s time for OMNIGEDDON! Chris Perry, Chief Learning Officer at firstmovr, joins...
02.12.2024
Driving PDP Performance Through Authenticity at Scale, with Tom Logan, Co-founder & CEO at Cohley
The data is clear - in the age of authenticity, user generated content is a critical component in driving higher conversion rates, satisfaction, and loyalty on product pages and social media channels. Executing it at scale can be the challenge....
02.05.2024
Predictions for 2024 in Ecommerce, with Andrea Leigh, Founder & CEO, Allume Group
Every quarter, the ecommerce education consultancy Allume Group consolidates the output of expert conversations, annual reports, and the latest data to create their Allume Insider report, or AIR. It’s chock a block full of the most current insights into the...
01.29.2024
Attribution is Dead. Long Live Statistical Modeling, with Meghan Corroon, Founder and CEO at Clerdata
The data sources that the industry has used to measure the performance of media are disintegrating around us. Basically, attribution is dead. And the slowness, expense, and limitations of media mix modeling is not up to this moment of needing...
01.22.2024
No data, No Dollars: Lessons from DCG’s Retail Media Benchmark Report, with Gregor Murray, VP of Strategy, Digital Commerce Global
The three middle phases of Gartner’s Technology Hype Cycle are the Peak of Inflated Expectations, down into the Trough of Disillusionment, then up to the Slope of Enlightenment. When it comes to retail media, I think we are somewhere on...
01.15.2024
Unlocking Peace, Power, and Impact by Owning Your Identity at Work, with Amazon Best-Selling Author Tricia Montalvo Timm
This is how Tricia Montalvo Timm started a LinkedIn Post that would change her life: “My mom is from El Salvador. My dad is from Ecuador. I am Latina.” It was the first time she had ever posted anything publicly...
01.08.2024
Streamlining and Optimizing the Content Supply Chain, with Gloria DeCoste, Director of Omni-channel Marketing at Nestle USA
From her perch as Director of Omni-channel Marketing at Nestle USA, Gloria DeCoste leads a small but mighty team managing over 300 channels in the daily battle to win the digital shelf. Gloria joins the podcast to describe the mindset,...
01.01.2024
The Walmart Marketplace: "Copy & Paste" is a Waste, with Kiri Masters, Head of Retail Marketplace Strategy at Acadia and Tom Spaven, VP of Marketing at Good Wipes
Walmart.com has become an attractive marketplace channel for brands to consider. The trap that many brands fall into, however, is to simply "copy and paste" their Amazon product content and advertising strategy. But Walmart's platform is different in several fundamental...
12.18.2023
2024 Challenges and Opportunities: Insights from CPG Boardrooms, with John Carroll, President Digital Commerce and Analytic Services at Acosta Group
Guest John Carroll, with deep experience in CPG from executive roles at P&G and Coca Cola, and now in his role as President of Digital Commerce and Analytic Services at Acosta Group, has spent decades watching trends, interpreting data and...
12.11.2023
Real-World Examples of How Top Brands are Using AI on the Digital Shelf
AI’s impact on e-commerce continues to grow with many brands using test-and-learn approaches with AI in their content creation, testing, syndication, and digital shelf optimization practices. Those who aren’t taking advantage of AI-based tactics risk falling behind the competition, but...
12.04.2023
Integrate Your Retail Media and In-store Campaigns for Better Results, with Paul Brenner, SVP, Retail Media and Partnerships at Vibenomics and Nate Pinkston, Head of Growth at Microsoft Retail Media
How would you like your retail media or in-store shopper marketing campaigns to result in 40% better spending per household and 50% increased share of category? Results like that, it turns out, can happen when you make both those strategies...
11.27.2023
A Collaborative Mindset in Highly Pressurized Times, with Kenji Gjovig, Managing Director at Bayfield Consulting
From his time aboard submarines in the US Navy to decades of work in retail, at Sam’s Club, Albertson’s and now Rite Aid, Kenji Gjovig has spent a lot of time leading in highly pressurized circumstances. It is clear that...
11.20.2023
From No Regrets Bets to Operational Transformation: Crafting an AI Strategy to Win Big, with Mike Monroe, Managing Director at Deloitte Digital
More efficiency and more growth - the often conflicting pressures of business today seem unrelenting, especially on the digital shelf. Mike Monroe, Managing Director at Deloitte Digital spends countless hours in C Suites and with teams at brands defining the...
11.13.2023
Ozempic Hot Take: What Impact will GLP1 Drugs Have on the CPG Industry, with John Carroll, President Digital Commerce and Analytic Services at Acosta Group
When the new class of GLP1 drugs like Ozempic and Wegovy came onto the market, grocery stocks took a big hit, in anticipation that people on these drugs would snack less and pull down unit sales. An overreaction to be...
11.06.2023
Wringing Performance out of Amazon Marketing Cloud, with Ross Walker, Retailer Marketplaces Paid Media Team Lead at Acadia
With market share and profitability becoming ever more important in this economic era, using data to get more revenue juice out of every marketing squeeze is on the top of everyone’s list. Today’s guest thinks that a good amount of...
10.30.2023
Takeaways from the Q3 Allume Group EIQ Report, with Andrea Leigh, Founder & CEO, Allume Group
Every quarter, the ecommerce education consultancy Allume Group consolidates the output of expert conversations, annual reports, and the latest data to create their Ecommerce Insider Quarterly report, or EIQ. It’s chock a block full of the most current insights into...
10.23.2023
Is Ecommerce Still Where the Growth Is Coming From? With Russ Dieringer, Founder and CEO of Stratably
Conventional wisdom is that ecommerce is no longer the growth engine of the business when percentage growth rates slumped after COVID. But is that really true? Wouldn’t some deep dive data be super helpful at this moment to help inform...
10.16.2023
Data on the Future Shopper, with Naji El-Arifi, Head Of Innovation & Hugh Fletcher, Global Marketing Director and Thought Leadership Lead at Wunderman Thompson Commerce & Technology
No matter how much we’d like them to stand still for just one freaking minute, consumers keep changing. And its really crucial for you to keep up with their moves, or better yet, anticipate them, in order to drive innovation...
10.09.2023
Selling on TikTok - This Time, for Real, with Taylor Siegel, Associate Director of Commerce Client Services at MRM Commerce
So Gartner has this thing called a Hype Cycle, where tech goes from a Peak Of Inflated Expectations, to the Trough of Disillusionment, to the Plateau of Productivity. And I feel like Social Commerce just keeps careening back and forth...
10.02.2023
Amazon is Shifting Ownership for Growth Entirely to You - What Do You Do?, with Martin Heubel, founder of Amazon consultancy Consulterce
Amazon is on an at-all-costs transformation to drive costs out of their business, squeeze the most out of marketplaces, and automate as much of their relationships with their suppliers as possible. According to Martin Heubel, founder of Amazon consultancy Consulterce,...
09.25.2023
Ecommerce for CEOs, with Dean McElwee, Director of Global Ecommerce Collaboration, Stanley Black & Decker
How’s this for a book review: “A fast, easy read filling in my eCommerce gaps… IMO, a must-have for all busy CEOs, C-suite Leaders and anyone in the company (i.e. All) wishing to optimize eCommerce opportunities and anticipate potential issues.” Nice...
09.18.2023
IAB/MRC Issues New Retail Media Guidelines, Jeffrey Bustos, VP Measurement Addressability Data IAB, Kelly Kachnowski, VP of Commercial Development the Mars Agency, & Michael Schuh, VP of Media Strateg
We come bearing great news for the industry: the Wild West of Retail Media has just started on a path to get way less wild, and way more transparent, accurate, reliable, and secure. All thanks to the work of the...
09.11.2023
All the Store’s a Stage, with Arsen Avakian, CEO and Founder of Cooler Screens
There’s nothing more fun for us than bringing back an innovative guest two years later and seeing how their idea has blossomed to reality. The company Cooler Screens has spent more than five years setting the bar for creating human-centered...
09.04.2023
A Health Checkup for DTC, with Carina McLeod, CEO and Founder of Ecommerce Nurse Limited
With budgets tighter and pressure on profitability increasing, the decision on if, when, and how to execute a direct to consumer strategy is ever more challenging and fraught. We invited Carina McLeod, CEO and Founder of Ecommerce Nurse Limited, on...
08.28.2023
A Guide to Bringing Data to your CFO Conversations on Digital Shelf Investments, with Mark Koster, Digital Shelf Strategist and Ilse Goverts-Van Kesteren, Lead Business Consultant, at Wunderman Thomps
The digital shelf is a part of the business that can have tremendous impact on both the top and bottom line, but also an area that still requires considerable investment to realize the full value potential. That makes your relationship...
08.21.2023
Unlock a Treasure Trove of Data to Measure Amazon DSP Performance, with Kiri Masters, Head of Retail Marketplace Strategy at Acadia
When measuring Amazon DSP performance, if all you are looking at is ROAS, impressions, and views, you are not using the full range of metrics available to understand the impact of your spend across the full range of the consumer...
08.14.2023
The Crystal Ball for Retail Media Success is Taking Shape, with Aisha Khan, VP Strategy and Insights at Momentum Commerce
AI, Machine learning, I know, I know, give it a rest, Crosby! Sorry, we can’t. There’s just too much freaking potential in it, so there’s value in spotlighting use cases that show potential for making your jobs easier and your...
08.07.2023
AI Can Change the Scale and Impact of your Digital Shelf Program Right Now, with Steve Engelbrecht, Founder and CEO at Sitation
Okay, yeah, so you need to pay attention to this AI thing. Steve Engelbrecht, Founder and CEO of Sitation, and his team have developed an AI tool that is capable of generating 15,000 product descriptions per hour for their enterprise...
07.31.2023
Having a General Manager Mindset In Commerce, with Samir Bhavnani, VP of Sales, and Gopal Shah, Head of Product Marketing at CommerceIQ
More than ever, we are in an era of wanting to squeeze maximum omnichannel results out of every dollar spent and saved. That requires leaders in commerce to become a General Manager of the area they manage, driving incrementality across...
07.24.2023
Winner Sells All: Amazon, Walmart, and the Battle for Our Wallets, with Jason Del Rey, Journalist and Author
Anyone who has spent any time following the ecommerce industry and particularly Amazon and Walmart is familiar with the journalism of Jason Del Rey, who spent a decade at Recode documenting the transformation of retail, and also through his podcast...
07.17.2023
Unit Growth Strategies, AI, and Negotiating Leverage: Takeaways from the Q2 Allume Group EIQ Report, with Andrea Leigh, Founder & CEO, Allume Group
Every quarter, the ecommerce education consultancy Allume Group consolidates the output of expert conversations, annual reports, and the latest data to create their Ecommerce Insider Quarterly report, or EIQ. It’s chock a block full of the most current insights into...
07.10.2023
The People, Process, and Tech for Seamless Shopping, with Michael Klein from Klein4Retail Consulting LLC
Omnichannel has always felt like an unsatisfying word, maybe slightly better than all the other bad options for describing what we are trying to achieve. Our guest today thinks of it from the consumer lens with the concept of seamless...
07.03.2023
Retail Readiness to Drive Max Performance Across Paid, Organic, and Product Page Conversion, with Amanda Wolff, Head of Marketing at Flywheel Digital
Wringing the most out of your paid search, organic search, and content excellence programs must be a group activity across all the teams and agencies responsible, or brands risk wasting the investment in any one of them by underperformance in...
06.26.2023
The Future of Stores is Happening Now, with Stewart Samuel, Director of Retail Futures at IGD
Retailers all over the world are leaning into creating the next generation of store experiences that will drive increasing revenue. Global insight provider IGD recently published an in-depth study on the Stores of the Future that are happening today, centered...
06.19.2023
Building a Scalable and Effective DTC Capability, with Carter Jensen, Senior Manager Global eCommerce General Mills
In this environment, every brand is evaluating the channels they use and the investments they make to ensure they are getting the most out of their resources. This is certainly true for DTC, whether you are considering beginning a journey...
06.12.2023
Earning the Right to Keep Texting Your Consumers, with Megan Trinidad, VP, Executive Creative Director at R/GA
As new customer acquisition becomes more challenging, more brands are looking for ways to increase each consumers’ lifetime value. Earning and keeping the privilege of SMS messaging your consumers is one of those high potential relationships that can drive loyalty,...

What's Unpacking the Digital Shelf about?

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Unpacking the Digital Shelf episodes:

Spicing up the Global Creative Process at McCormick, with Leah Carlson, VP Client Services at Velir

New Research: The Impact of PDP Quality on Retail Media ROAS, with Russ Dieringer, Founder & CEO, Stratably, and Claire McBride, VP Research & Education, Stratably

Sustainability is Shifting from Promise to Progress, with Keith Anderson, Founder & Principal Analyst at Decarbonize.co

A Model for Global Analytics Transformation and Harmonization, with Celia Van Wickel, Director Omnichannel Digital Commerce Analytics at Mars

Loyalty is Now Everyone’s Job, with Andrea Leigh, Founder & CEO, Allume Group

Insights from Ecommerce in Asia, with Rebecca Xing, CEO at Trustana

Those Silos Ain’t Gonna Bust Themselves, with Diana Macia, Director of Global Omni-Commerce Capabilities at Kellanova

The Scoop from CAGNY, with Russ Dieringer, Founder and CEO of Stratably

How to Activate a Killer Brand, with Natalie Cotter, Sr. Director, Digital Retail at Liquid Death Mountain Water

Best-in-Class Data Governance Takes a Community, with Lindsay Savage, Sr. Director, Business Platforms & Data Governance at Georgia-Pacific

How to Be a Big Bet Legend, with John Rossman, co-author of Big Bet Leadership: Your Transformation Playbook in the Hyper-Digital Era

How to Access and Measure Retail Media Networks in the Wild West Era, with Andreas Reiffen, CEO & Co-Founder, Crealytics

You Have Best-In-Class Digital Content, BUT is it Effective?, with Shazer Baig, Ecommerce Director at L’Oreal, Mike Black, CMO at Profitero, and Kathleen Harrington, Vice President, Digital Merchandis

The Funeral Preparations for the Death of the Cookie Must Start Now, with Jeff Greenfield,CEO at Provalytics

2024: The Year of OMNIGEDDON!, with Chris Perry, Chief Learning Officer at firstmovr

Driving PDP Performance Through Authenticity at Scale, with Tom Logan, Co-founder & CEO at Cohley

Predictions for 2024 in Ecommerce, with Andrea Leigh, Founder & CEO, Allume Group

Attribution is Dead. Long Live Statistical Modeling, with Meghan Corroon, Founder and CEO at Clerdata

No data, No Dollars: Lessons from DCG’s Retail Media Benchmark Report, with Gregor Murray, VP of Strategy, Digital Commerce Global

Unlocking Peace, Power, and Impact by Owning Your Identity at Work, with Amazon Best-Selling Author Tricia Montalvo Timm

Streamlining and Optimizing the Content Supply Chain, with Gloria DeCoste, Director of Omni-channel Marketing at Nestle USA

The Walmart Marketplace: "Copy & Paste" is a Waste, with Kiri Masters, Head of Retail Marketplace Strategy at Acadia and Tom Spaven, VP of Marketing at Good Wipes

2024 Challenges and Opportunities: Insights from CPG Boardrooms, with John Carroll, President Digital Commerce and Analytic Services at Acosta Group

Real-World Examples of How Top Brands are Using AI on the Digital Shelf

Integrate Your Retail Media and In-store Campaigns for Better Results, with Paul Brenner, SVP, Retail Media and Partnerships at Vibenomics and Nate Pinkston, Head of Growth at Microsoft Retail Media

A Collaborative Mindset in Highly Pressurized Times, with Kenji Gjovig, Managing Director at Bayfield Consulting

From No Regrets Bets to Operational Transformation: Crafting an AI Strategy to Win Big, with Mike Monroe, Managing Director at Deloitte Digital

Ozempic Hot Take: What Impact will GLP1 Drugs Have on the CPG Industry, with John Carroll, President Digital Commerce and Analytic Services at Acosta Group

Wringing Performance out of Amazon Marketing Cloud, with Ross Walker, Retailer Marketplaces Paid Media Team Lead at Acadia

Takeaways from the Q3 Allume Group EIQ Report, with Andrea Leigh, Founder & CEO, Allume Group

Is Ecommerce Still Where the Growth Is Coming From? With Russ Dieringer, Founder and CEO of Stratably

Data on the Future Shopper, with Naji El-Arifi, Head Of Innovation & Hugh Fletcher, Global Marketing Director and Thought Leadership Lead at Wunderman Thompson Commerce & Technology

Selling on TikTok - This Time, for Real, with Taylor Siegel, Associate Director of Commerce Client Services at MRM Commerce

Amazon is Shifting Ownership for Growth Entirely to You - What Do You Do?, with Martin Heubel, founder of Amazon consultancy Consulterce

Ecommerce for CEOs, with Dean McElwee, Director of Global Ecommerce Collaboration, Stanley Black & Decker

IAB/MRC Issues New Retail Media Guidelines, Jeffrey Bustos, VP Measurement Addressability Data IAB, Kelly Kachnowski, VP of Commercial Development the Mars Agency, & Michael Schuh, VP of Media Strateg

All the Store’s a Stage, with Arsen Avakian, CEO and Founder of Cooler Screens

A Health Checkup for DTC, with Carina McLeod, CEO and Founder of Ecommerce Nurse Limited

A Guide to Bringing Data to your CFO Conversations on Digital Shelf Investments, with Mark Koster, Digital Shelf Strategist and Ilse Goverts-Van Kesteren, Lead Business Consultant, at Wunderman Thomps

Unlock a Treasure Trove of Data to Measure Amazon DSP Performance, with Kiri Masters, Head of Retail Marketplace Strategy at Acadia

The Crystal Ball for Retail Media Success is Taking Shape, with Aisha Khan, VP Strategy and Insights at Momentum Commerce

AI Can Change the Scale and Impact of your Digital Shelf Program Right Now, with Steve Engelbrecht, Founder and CEO at Sitation

Having a General Manager Mindset In Commerce, with Samir Bhavnani, VP of Sales, and Gopal Shah, Head of Product Marketing at CommerceIQ

Winner Sells All: Amazon, Walmart, and the Battle for Our Wallets, with Jason Del Rey, Journalist and Author

Unit Growth Strategies, AI, and Negotiating Leverage: Takeaways from the Q2 Allume Group EIQ Report, with Andrea Leigh, Founder & CEO, Allume Group

The People, Process, and Tech for Seamless Shopping, with Michael Klein from Klein4Retail Consulting LLC

Retail Readiness to Drive Max Performance Across Paid, Organic, and Product Page Conversion, with Amanda Wolff, Head of Marketing at Flywheel Digital

The Future of Stores is Happening Now, with Stewart Samuel, Director of Retail Futures at IGD

Building a Scalable and Effective DTC Capability, with Carter Jensen, Senior Manager Global eCommerce General Mills

Earning the Right to Keep Texting Your Consumers, with Megan Trinidad, VP, Executive Creative Director at R/GA

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