Episode Synopsis "Why I Wrote The Book"

This episode answers the many questions I have received about why I wrote the book, “The Invisible Economy of Consumer Engagement,” and how I decided on the content and subject matter it covers. The time for a book like this has never been better. We are on the precipice of innovative technologies never before available to plan, execute, analyze and manage the nearly $1 TRILLION of global trade and channel promotion spending; but we continue to suffer failure in promotion ROI, heavy out-of-stocks (even before the pandemic), and the lack of accurate historical data granular enough to drive the powerful AI and machine-learning engines we are building. The strides being made to improve trade promotion management are certainly considerable; however, we are behind the curve in the ability to leverage that $1 TRILLION to better align all of the promotional channels required to effectively engage the CONSUMER. “The Invisible Economy of Consumer Engagement” is the most comprehensive treatment of all aspects of modern trade and channel promotion management, execution, and analysis ever written, and it is released at a time that is more critical than any other in mercantile history.

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More episodes of the podcast TradeScope Podcast with Rob Hand

• The Cost of TPx
• Why I Wrote The Book
• The Book of TPx
• Change Management in Modern Trade Channel Promotions
• Those "Other" Industries
• Promo Resilience in a Post-COVID-19 World
• Channel Incentives - The Key Differentiator
• Artificial Optimization
• Indominus REX. Retail Execution in the Digital World
• Modern Revenue Growth Management
• Data, Data, Data. The Secret Sauce of Success
• Trade Promotion Finally Hits the Big Time!