In Search of the Great White Whale of CPG—Consumer Identity

Using data to drive business decisions is critical. Today, successful brand marketers are gaining a holistic view of the customer and their brand experience by connecting multifaceted data streams. According to Neustar, centralizing all available records and linking to a source of truth for offline identity can increase targetable reach by up to 200%.

For consumer packaged goods (CPG) companies, this can be challenging. While most companies can assemble first-party consumer data in-house and use it to drive strategy, the distributed business model used by most CPGs can hinder—or even prevent—first-party data collection. Ultimately, this leaves CPG marketers dependent on distribution partners to share consumer data.

eMarketer is pleased to moderate a Tech-Talk Webinar featuring Neustar's Ryan Engle, head of product, customer intelligence, and Chris Hawk, director of advisory services. They will explore the data strategies used by CPG marketers today, and offer ways for these businesses to improve.

Join this webinar and learn how to:

Align your current strategies to outcomes and avoid common pitfalls

Identify opportunities for new markets, regions, locations, or products—even for unknown prospects

Effectively manage your strategy, whether it’s to build a bigger offline identity repository or pivot to a digitally focused strategy that doesn’t rely on offline identity

Plus! Ask questions, and interact with your eMarketer community of marketing peers

Live Date: June 3, 2020
Time: 2:00 PM ET


Ryan Engle Ryan Engle is head of product, customer intelligence at Neustar. The customer intelligence business provides identity verification and enrichment services to the world’s biggest marketers, call centers and data partners. Ryan has more than 15 years of experience working with consumer goods companies. Prior to Neustar, he worked at Nielsen, where he partnered with the world’s largest and most influential CPG manufacturers, consulting on new product innovations and delivering data and analytics solutions across more than 85 countries and in every major product category.
Chris Hawk Chris Hawk is director of advisory services at Neustar. Chris taps his data, technology and measurement expertise for successful implementations with CPG, QSR, retail and entertainment clients. He’s worked across the LUMAscape developing capabilities and constructing best practices with marketing and advertising technology. Prior to Neustar, Chris worked at Coca-Cola North America and stood-up identity solutions to merge disparate data sets and link discrete marketing programs to create a cohesive, single view of consumer interactions. He also held data and programmatic strategy roles at Starcom, Rubicon Project and Time Inc.


Douglas Clark is the global director of public relations at eMarketer. He leverages his relationships with top-tier journalists around the world to shine a spotlight on eMarketer’s latest forecasts and analysis. Prior to joining eMarketer, Doug spent nearly a decade as an on-air reporter and anchor at three TV affiliates across the country.

Sponsored content presented by:


We care about your privacy, see our privacy policy.


Register Now