Imteaz Lecture on Digital Marketing and AI in the CPG Space

Overview Join Imteaz Ahamed, Director of Performance Marketing at Reckitt, as he delves into digital marketing, AI, and their applications in the Consumer Packaged Goods (CPG) industry. With a wealth of experience and insightful case studies, Imteaz offers a deep dive into the evolving landscape of retail media, data clean rooms, and performance media. Timestamps & Main Ideas - 00:00:00 - Introduction: Introduction to Imteaz Ahamed and his background in digital marketing and AI. - 00:00:22 - Reckitt and Its Portfolio: Overview of Reckitt and its diverse range of products, from Lysol to baby formula. - 00:01:08 - Retail Media and Data Clean Rooms: Exploring the concepts of retail media and data clean rooms and their significance in marketing. - 00:01:37 - Journey Through Reckitt: Imteaz discusses his journey at Reckitt, from infant nutrition to household cleaning and healthcare products. - 00:02:01 - Career Progression: Insights into Imteaz's career growth and shifts in roles within Reckitt. - 00:02:54 - E-commerce and DTC Models: The shift towards e-commerce and direct-to-consumer models in CPG. - 00:03:24 - Global E-commerce Insights: Applying e-commerce learnings globally, with a focus on China’s advancements. - 00:04:00 - Specialization in DTC E-commerce: Imteaz's experience in direct-to-consumer e-commerce and performance media. - 00:05:26 - Beyond Corporate: Podcast and Startups: Discussion on Imteaz's podcast 'Applied Intelligence' and involvement in startups. - 00:06:19 - Shifts in CPG Industry: Analysis of major shifts in distribution and digital media within the CPG industry. - 00:07:11 - Holistic Consumer Journey: Understanding the complete consumer journey in the digital age. - 00:08:09 - Revolution in Digital Media: Transition from traditional to digital media and its implications. - 00:10:13 - Retail Media Ecosystem Tactics: Insights into tactics used across the retail media ecosystem. - 00:11:34 - Utilizing Data Clean Rooms: The role of data clean rooms in gaining customer insights. - 00:13:12 - Data Clean Rooms Explained: Detailed explanation of how data clean rooms function. - 00:16:06 - Amazon Marketing Cloud Case Study: A case study on using Amazon Marketing Cloud for targeted marketing. - 00:17:00 - Focusing on the Baby Formula Category: Strategies for targeting the baby formula market. - 00:18:04 - Campaign Activation: Activation of specific campaigns in the infant vitamins portfolio. - 00:19:06 - Performance Marketing Metrics: Discussion on key performance metrics in marketing. - 00:20:53 - Ad Optimization Model: How the ad optimization model functions and its impact. - 00:22:34 - Measuring Campaign Success: Evaluation of campaign performance and optimization. - 00:25:57 - Key Takeaways: Summarizing the key learnings and takeaways from the lecture. - 00:27:47 - Project Highlight: Spec See Me: Sharing a project experience in augmented reality. - 00:29:15 - Team Dynamics and Roles: Insight into team roles and dynamics in executing projects. - 00:31:09 - Adjusting Marketing Parameters: Understanding when and how to modify marketing benchmarks. - 00:32:09 - Customer Acquisition vs. Retention: Balancing new customer acquisition with market share expansion. - 00:33:15 - Understanding Category Dynamics: Importance of understanding specific category dynamics in marketing. - 00:35:14 - Customer Behavior in Baby Formula: Analyzing customer behavior in the baby formula category. - 00:36:36 - Project Work Session: Transition to a project work session for the attendees. Conclusion Imteaz Ahamed's lecture provides an invaluable look into the intersection of technology, data, and marketing in the CPG industry. His insights into retail media networks, data clean rooms, and the evolving landscape of consumer engagement offer a roadmap for modern marketers and business professionals.