Consumer Identity: The Mt. Everest of CPG | Sponsored Content | Tech-Talk Webinar, On-Demand

Presented by Neustar


Click here to see the presentation slides.

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 was 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 explored the data strategies used by CPG marketers today, and offer ways for these businesses to improve.

Watch the webinar to learn:

  • 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


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 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.


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