Igor Levin

Ipsos MMA's Riya Sherchan recently spoke at GM's Women in Data Science conference on "A New Paradigm for Data-Driven Attribution," sharing insights on how brands can move beyond siloed measurement toward "predictable incrementality." In her latest blog post, Riya breaks down why traditional measurement approaches often tell different stories and how unified frameworks combining Marketing Mix Modeling with Agile Attribution can deliver both strategic insight and tactical agility. Read Riya's full insights on building measurement systems that move at the speed of decision-making: https://lnkd.in/ea9rbBU3

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Some interesting insights from Worldpanel (formerly known as Kantar) on the consumption side. Caveat, this is household panel data, and doesn't take on premiss or B2B into account. Also as this is consumption driven, it doesn't take increase or decrease in trade stocks into account. Hence actual business results may vary, but its a good measure for what is happening at the grassroot level. Some key takeaways: 1. Slowdown in overall consumption - a YTD growth of 2.3% Vs a MAT of 4.5%. Volume declines by nearly a percent. 2. Differences across sectors - Beauty continues to grow while Dairy declines 2. Growth muted across SES. Upper SEC is cutting back volume as well. SES D&E growth driven by volume - possibly as cannot cut back any more? 3. Java drives the growth at approx ~4%-5%, Kalimantan declining by 5%. Historically Kalimantan consumption correlate with mining / industrial activity. 4. Channel shift: Mini markets as a source of HH purchase decline. GT continues to grow, albeit modestly. The story in H2 could be different given the govt stimulus and spending that is back weighted. Question: 1. Are we seeing a similar trend in other Asian markets? 2. How has your business pivoted? #Kantar #Business #growth2025 #Sasainti #worldpanel

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The Digital Food & Beverage Event has been delivering breakthrough insights that are reshaping the industry. Kantar's Barry Thomas has been capturing key takeaways, from Gen Z's shift toward creator-driven purchases to the rise of "manufactured virality," plus breakthrough innovations like smart barcodes replacing traditional UPCs by 2027 and TikTok Shop becoming a legitimate retail channel. The reality? The F&B industry is at a defining inflection point. With nearly 700 U.S. companies filing for bankruptcy last year, we've officially entered the "Business-Not-As-Usual" era. The brands thriving today aren't just adapting, they're completely reimagining how they connect with consumers through data, digital transformation, and strategic social media. 👉 Read Barry's 5 key learnings from each day of the event that every F&B leader needs to know: Day 1: https://lnkd.in/eeE2WdZa Day 2: https://lnkd.in/erjQxX7X

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While brands’ assortment shares exceed their volume shares (index 116), for growing brands the ratio of their assortment share relative to their market share is larger than for losing brands. While it is difficult to establish cause and effect, successful brands are more likely to be able to innovate and keep these innovations on shelves. To find out more, click here: https://lnkd.in/ec87dC4Q Source: Europanel analysis of Top 20 brands per category, 448 categories in 5 countries - Austria, Germany, Italy, Netherlands, Poland

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