Episode 15: Decoding Consumer Behavior: Why Measurement Needs a New Mindset with Sayf Sharif

Episode 16: Performance Over Funnels: Rethinking Retail Media with McCord Chapman and Michael

The conversation explores the evolving landscape of retail media networks, focusing on the strategic choices and challenges faced by brands in navigating platforms like Amazon and Walmart. It delves into the importance of measurement, the impact of retail media networks on brands, and the nuances of vendor relationships. The conversation delves into the challenges and opportunities in retail media, the impact of AI on consumer behavior, and the need for a coordinated strategy across in-store and online channels. It also highlights the importance of data-driven decision-making and the role of storytelling in brand success. Takeaways * Retail media networks require brands to make strategic choices and understand the unique dynamics of platforms like Amazon and Walmart. * Measurement and attribution are crucial for brands to assess the impact of retail media networks and make informed decisions. Retail media requires a shift in internal capability and a focus on consistent storytelling. * AI tools are changing consumer behavior and require brands to adapt their content and strategies. * A coordinated strategy across in-store and online channels is essential for success. Chapters * 00:00 Introduction to Retail Media Networks * 07:24 Amazon vs. Walmart: E-commerce Strategies * 13:13 Performance and Measurement * 19:00 Measurement and Attribution * 25:50 Challenges and Opportunities in Retail Media * 32:20 Impact of AI on Consumer Behavior * 38:05 AI Tools and Content Strategy * 49:53 Coordinated Strategy Across Channels

Episode 15: Decoding Consumer Behavior: Why Measurement Needs a New Mindset with Sayf Sharif

Summary In this episode, Summer DuBois engages in a thought-provoking conversation with Sayf Sharif, co-founder and president of Three Bears Data. They explore the intersection of data, marketing, and human behavior, with Sayf sharing his unique journey from archaeology to digital marketing. He emphasizes the importance of understanding consumer behavior through data, likening it to the archaeological process of uncovering human history. The discussion delves into the challenges marketers face with data overload, the misconceptions surrounding measurement, and the need for a shift in mindset towards more effective data utilization. Sayf critiques the traditional linear marketing funnel, arguing that it oversimplifies the complex consumer journey. He advocates for a more nuanced understanding of consumer behavior, suggesting that marketers need to embrace a more dynamic approach to measurement and decision-making. The conversation also touches on the role of AI in marketing, the importance of clean data, and how marketers can leverage insights to drive better business decisions. Ultimately, Sayf expresses his passion for problem-solving and helping brands navigate the evolving landscape of marketing and data.

Episode 14: Turning Mission into Traction: How Early Stage Brands Scale with Hannah Robbins

Mission driven brands are everywhere, but most never reach scale. In this episode, fractional CMO and operator Hannah Robbins breaks down what separates the brands that grow from the ones that stall. She explains how founders should define a real consumer value proposition, why early stage companies misunderstand their audience, what proof of concept actually means, and how to avoid bad channel decisions that kill momentum. Hannah also gets into the realities of fractional leadership, the difference between passion and commercial discipline, and the operational rigor required to turn a mission into traction. If you work inside an emerging CPG brand or support one, this is a sharp look at what it takes to grow with intention.

Episode 13: The Power of Community: How Forum for Naturals Unites the Next Wave of CPG Leaders

In this episode of Spark Sessions, Summer DuBois talks with Ted Ning, founder of Forum for Naturals, a collective of marketing and sustainability leaders from some of the most innovative natural and organic brands in North and South America. What began as a check-in during the early days of COVID has evolved into a thriving peer network that helps brand leaders share challenges, swap insights, and build smarter, more connected businesses. Ted and Summer explore how the natural products industry continues to grow faster than conventional CPG, why leaders are shifting focus from rapid expansion to sustainable profitability, and what’s fueling the next wave of innovation across the category. They discuss the value of peer learning, the importance of vulnerability in leadership, and how collaboration—not competition—is reshaping the playbook for modern brands. The conversation also touches on how consumers are redefining “better-for-you,” what sampling and experiential still mean in a digital world, and how authentic storytelling builds trust in an era of noise and skepticism. Whether you’re leading a challenger brand or navigating growth inside an established organization, Ted’s perspective offers a reminder that community might just be the most underrated growth strategy in CPG today. Forumfornaturals.com

Episode 12: The Evolution of Loyalty and Retail Innovation with Ken Fenyo

In this conversation, Ken Fenyo shares his extensive experience in the retail industry, focusing on the evolution of loyalty programs, the importance of data in understanding shopper behavior, and the innovations driven by AI and automation. The discussion highlights the need for collaboration between brands and retailers, the significance of integrating media into the shopping experience, and the human element in navigating these changes. Key takeaways emphasize the importance of understanding customer needs and investing in change management to adapt to new technologies.