CPG Marketers—Three Steps to Reveal Your Customers’ Purchase Path | Sponsored Content | Tech-Talk Webinar, On-Demand

Presented by Neustar

Click here to download the presentation slides.

Brand loyalty is on shaky grounds. A little over 70% of internet users worldwide said they would switch brands or service providers due to a disconnected customer experience, according to a 2019 report from MuleSoft and Opinium Research.

The stakes to deliver relevant, frictionless consumer engagements are higher than ever. To gain a competitive advantage, consumer packaged goods (CPG) marketers need to know the steps they can take to better understand their customers’ journeys, as well as the role marketing measurement plays to solve this long-standing challenge.

eMarketer was pleased to moderate a Tech-Talk Webinar featuring Neustar's John Marsan, senior principal solutions engineer, and Allyson Dietz, head of product marketing, customer analytics. They shared practical steps to better understand your customers’ journey at a one-on-one level, and ways to get past common barriers faced by CPG marketers.

Watch the webinar to learn:

  • How to make a clear connection between consumer-level ad exposure and sales
  • How to identify and understand consumer-level behavior within walled gardens, such as Facebook, Amazon, Instagram, Pinterest and others
  • How to make well-informed allocation decisions about media, audience and creative


John Marsan is a senior principal solutions engineer at Neustar. John is a marketing measurement product expert with nearly 10 years of experience across a range of solutions and clients. He specializes in bridging the gap between technologies and business realities—expertly diagnosing a client’s challenge and then tailoring analytical solutions to successfully address that challenge. Serving the world’s largest brands in CPG, financial services, retail and technology, John helps clients understand the capabilities, limitations, data requirements and data collection approaches of measurement solutions so that clients can make well-informed decisions.

Allyson Dietz is head of product marketing, customer analytics at Neustar. She is responsible for defining the positioning for the company’s marketing mix modeling and multitouch attribution solutions and tying the benefits of those to our client’s most pressing needs. Prior to Neustar, Allyson drove product strategy and innovation planning at Numerator to support ecommerce and advertising intelligence platforms and advised global CPG and retail clients at Nielsen to improve innovation strategies and optimize advertising dollars.

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