NielsenIQ NA President Liz Buchanan - Live from C360

PVSB 0:01

Hello and welcome to the CPG Guys Podcast, set at the intersection of commerce and tech. Your hosts, Shri Raja Gopelin and Peter V. S. Bond, explore how brands and retailers engage consumers in a digitally driven world. And now, here are the CPG Guys.

SPEAKER_01 0:20

Hello and welcome to this live special episode of the CPG Guys Podcast. I'm of course Shree, your West Coast co-host and also CRO and co-founder of Think Blue Consulting, your trusted partner on your Omnichannel journey, where you can get in touch with me at Shri at thinkblueconsulting.co. Please do listen to my younger daughter, Laura Rajand Katsi, who have now announced a full tour in the fall of Europe and the U.S. This time it's Arena, so I hope you're able to get a ticket and I will see you live at the show. I'm joined today by my East Coast co-host and co-founder PVSP, who also moonlights the side of industry and client engagement at Flywheel, the Commerce Acceleration Division of Omnicom. And we are live here at the Nielsen IQ C360 conference for brands and retailers. Before we start here, I want to thank all of you that listen to us and our sponsors, of course. Without you, the podcast doesn't exist. Thank you, thank you, thank you. Make sure you're subscribing to our podcast on your preferred listening platform. And get our latest episode and even go back to consume some of the 600 plus episodes we've already published. Episode 600, of course, was Tony Rogers, the CMO of Dollar General, and we had a full C-suite lineup leading up to it, including episode 599. CEO and board member of Newell Brands, Chris Peterson himself, who talked AI extensively. Now let's get to our episode. Nielsen IQ's annual flagship 360 conference is held at the JW Marriott San Antonio Hill Country that's got in spa this year, and it brought together an influential crowd of leaders from retail, manufacturing, tech, and media, of course. Centered around the definitive theme built for the future. The 4D event acted as a crucial playbook for brands and retailers working to stay ahead of highly fragmented consumer habits and accelerating digital shifts in our industry. Mainstage keynotes from visionary figures like entrepreneur Gary Vaynerchuk and AI tech pioneer Shelley Palmer. Challenging conventional industry wisdom and pushing companies to bridge the gap between AI-driven ambitions and measurable business results. The defining Halloween event, of course, was NIQ's rollout of six brand new generative AI-powered capabilities designed to operationalize trusted market intelligence across enterprise workflows. This is the first time the CPG guys and pretty much everyone in the live audience saw a full reveal of needs of NIQU's comprehensive AI strategy all the way from data capture, of course, data accumulation, everything necessary to convert it to the wonderful market share and performance insights and analytics all of you in the brand and retail world use on an every single day basis, including all the tools that are going to be available for you. Here are some of those key product launches like NIQ's cadence, a gen AI native marketing effectiveness system, and NIQ Optics, a next generation predictive insights assistant, directly showcase how the company is executing its overarching roadmap towards agent e-commerce. A future where AI agents increasingly guide product discovery, automated checkout baskets, and path to purchase options indeed. Between expert led installation tracks, deep drives into retail media incrementality metrics, and the return of the annual founders Fit Slam for emerging brands. C three sixty proved to be a master class in giving C-suite executives and all those that attended the real world execution ready tools needed to scale volume and drive sustainable commercial growth, which has been absent in our industry for quite a bit now. Beyond the technology showcases, the conference seemed as a powerful collaborative hub where attendees network dove deep into the changing societal and economic undercurrents that are actively reshaping details. Health extensively addressed localized consumer insights such as mapping behaviors around rising medical trends, like GLP1 usage, tracking the rapid evolution of social selling, TikTok shop, and of course navigating category destruction across UD health and wellness vertical indeed. By embedding actionable strategies directly into the multi-channel grid and offering emerging startups a launch pad via the pit slam. And like you successfully proved, the future of brand building is completely dependent on horizontal capability integration, operational agility, and human-centric baseline. Now, on to our episode. Our special guest today is none other than the host of the conference, the North America president Liz Buchanan. She's one of the few that has the coveted CPG Guys varsity jacket due to five appearances over the years. Join Peter and me in our discussion live on stage to close out the conference with its main themes. I know that song. It's very familiar.

SPEAKER_02 4:58

Who knows what Pinkie Up is? Never mind. Let's move on. Well, welcome to this live taping of the CPG Guys podcast. Peter and I have started experimenting with a bunch of live ones, so they should be a lot of fun. I'm of course Shree West Coast co-host, joined by Mr. PVSP. Oh, hey Shree. How are you doing?

PVSB 5:15

East Coast co-host. How you doing, man? Uh, you know, it's funny because I'm East Coast, but I'm a Dodger fan. You're West Coast and you're a Yankees fan. What's that? Most of the room doesn't care about baseball. That's true.

SPEAKER_02 5:25

Thank you.

SPEAKER_00 5:26

Any love for the Cubs or socks in the room?

SPEAKER_02 5:29

Nice try, but we have 27 championships. That's all he says. Anyhow, let's move along. That said, let me welcome our guest for today. Hey. Hello. Miss Elizabeth Buchanan. Thanks. North America present for Nielsen IQ. How are you doing?

SPEAKER_00 5:42

It's funny because I'm your guest at my event.

SPEAKER_02 5:45

Isn't that great how it works?

SPEAKER_00 5:46

I love it.

SPEAKER_02 5:47

I know.

SPEAKER_00 5:47

Thank you guys for being here. It's great.

SPEAKER_02 5:49

Let's get this going. So, first of all, a good, good, good afternoon to all of you. What a fun three days from everything from AI, a bunch of learning. Have you said data enough times? Or have you said AI more times?

PVSB 6:03

Never. If they're not already doing it, they should probably subscribe to the CPG guys on Apple, Spotify, or YouTube. So feel free to take your phone. You must be important, Peter. I know. I'm just trying.

SPEAKER_02 6:16

Apple, Spotify, YouTube, show up. There you go. There you go. And then my most important word of the day assimilating with today's pop culture, especially through insights. So let me let me get us going. And Liz, let me ask you the first question. Talk to us about one big theme that emerged at the conference. The event.

SPEAKER_00 6:39

The event. I would say I mean there were there were lots, right? I think we we know that. But the one that I want to highlight specifically is the importance of innovation. And we talked about industry innovation. Obviously, AI creates a huge opportunity for the industry to reimagine itself. We talked about product innovation from some of our breakthrough innovation winners, which we celebrated last night here at the event for the first time. And just to make mention of what that was, perhaps for some of the audience who weren't in the room, we have done a series of breakthrough innovation awards, which really look to recognize some of the greatest product innovations in the industry, leveraging our Bases testing methodology to identify those that really have some of those breakthrough characteristics. And for the first time, we actually decided to do some of the award awarding of them live at the event. And I think just based on the short uh event we did yesterday with a subsection of the full awardee list and the reception that that got, we will probably make that a permanent element of this event going forward. Um, it's such an important part of how our industry continues to need to invest to grow. And we want to make sure that we're being as helpful and useful as possible in um in making that possible.

SPEAKER_02 8:00

So I just I was secretly hoping you would go to innovation. And the reason being in this crazy volume challenge business, we've been since March 17, 2023. A lot of people are gonna come later and ask me what the heck has to do with that date, but I won't reveal now. Um the one of the only ways out of this volume challenge is to have the right portfolio. That's right. You can category management your way out of it, but it'll only take you so far. But getting innovation right is very important. Are you willing to share who won and why? Yeah.

SPEAKER_00 8:29

I can. I'm gonna reference some notes here for a minute so I get these right. Um we had a few categories this year, and some of them are newer categories to the way that we think about the awards, but we really try to make them relevant to the moment. So the first was Protein Goes Mainstream, and that recognized Chibani 20 gram protein Greek yogurt. Reinventing the everyday Cheerios protein from General Mills. Indeed, you might. Delicious. Rewriting protein snacking, wild brands, protein chips, winning in moderation, uh, ABI McLobe UltraZero, design-led brand reinvention, hostess cakes, and from pitch slam to innovation winner, which is really about an emerging brand that has continued to invest and innovate in a meaningful way, Root and Splendor Laundry Detergent. So really, really exciting um group of awardees and just a subsection of the broader list, which people can find um on our website.

PVSB 9:34

If I can highlight what you said about uh protein in particular, you opened up with that. You know, Shri and I go to the CAGNE conference, the consumer analyst group in your conference every year. Two years ago, we went and I think of the 30 CPGs that presented, two of them mentioned protein focus around the rise in use of GLPs. This year, it was more like 15 of them referenced it. Brands are starting to innovate and they're understanding it's based upon consumer. Absolutely true. Absolutely.

SPEAKER_02 10:05

And shout out to a friend Bob Nolan, if you're still in the audience. Uncrustables. Bob Nolan. No, we revealed it at Cagne this year. It was an Oracle. But Peter, I'd love to hear your opinion. One big theme that emerged here.

PVSB 10:18

So the big theme for me was the concept of a fragmented customer journey, right? Let me ask people in the audience, how many of you think the world is about consumer gets exposed to an advertisement? They click on it, they buy the product. He noticed we have a live audience. Congrats, Peter. I'm doing my best. Nobody got the joke. It's okay. You know, it's surprising to me that so many CPGs still actually operate under that premise, right? What we're actually looking at today is a customer journey that is less of a funnel, not at all a funnel. It is really a spider's web, right? A shopper might discover your product from something they see on TikTok. A couple days later, they're in the store. They see it on the shelf. They pick it up, they scan the QR code, they put it back down. A little bit later, they're looking at their phone, they see some ratings and reviews. They're like, oh, that seems very interesting. A couple of pictures, maybe a usage video. They walk away. A couple days later after that, they're on Amazon, and guess what? They see the same product and it's got a subscribe and save offer. So they buy it, right? That's not surprise. That that's not an unusual experience. That's that's what I call Tuesday. That's that's really how we we operate. The challenge isn't just about the multiple journey touch points, right? The challenge is that each of those touch points to a large degree lives in a different measurement ecosystem. The team that's working on Amazon is focused on return on advertising spend or maybe, maybe ROI, right? They're they're using, they're probably using Amazon Marketing Cloud. It's a clean room. Sri what you know what a clean room is? That's why I keep my booms and no, no, that's no, it's not where you keep your cleaning. No, it's it's it's where we mix data together from different parties so that we can get data analysis. That's what it is. But the point is that you've got all these different entities. Um, retail media, you know, your your brand team is looking at impressions on meta, and your shop or marketing team may be still dropping an FSI. Who knows? But the point is, is they're not talking to each other in many cases, and they're all measuring different things. The journey is fragmented to a large degree because we all fragmented it, right? And getting a handle on measuring that is a critical element. That's why having a full view, did you like that tree? The full view. The full view. A full view of this picture is it's Kim Cox, where are you?

SPEAKER_02 12:54

Now we didn't get a cheer from Kim Cox. Exactly. I didn't set him up.

PVSB 12:59

He said it on his own. But but that's kind of the thing. So to me, the the what I also heard is the brands that are winning are doing three things very well. One, they've really stopped treating retail media as a lower funnel tactic, right? It's it's full funnel. If you went to anyone who went to an upfront or maybe you watched it streaming, I was at the Amazon upfront. If you didn't understand it was full funnel streaming TV, I would one of the things they talked about was Twitch, right? Twitch. I asked six brands the next day, how many of you have a Twitch strategy? No hands went up. I said, after seeing the upfront yesterday, how many of you are going to headquarters and starting to think about integrating Twitch into your strategy? All the hands went up. So it really is very much about that. Second, they've gotten really serious about using first-party data, the clean room aspect of things, using all the source data they have, some of their direct consumer data, third-party data, all of that is about bringing it together. And third, um, and I know this is very near and dear to Liz's heart, is that brands are really still figuring out where they're going to exist in agentich commerce, right? If you talk to any brand manager who runs their brand site, particularly if you're not doing direct to consumer, the whole concept of a customer journey has been jettisoned. Why are you worried about a customer journey when you're not going to close a conversion? The brand site is now increasingly a repository for data to feed large language models, right? And so you have to understand that. You have to, you have to prepare for that. So I'll I'll kind of leave you with this, Shri, as I think about it. Omnichannel used to mean we're present everywhere. Today it means more that we understand the consumer is going everywhere. And we need information to help us decide when and where to be for the consumers that are most important to us. And that's why having a full view to me.

SPEAKER_02 14:46

Hey, full view again. How about that? All right. Now we'll ask the audience this is a true audience poll. This should be easy. What should be my theme that I pick? Come on, five seconds, four, three. Shouldn't be that hard. Thank you. Sorry. That happens in my house, so go ahead. Pop culture. I'm gonna get to that, but I'm gonna pick AI and I'm gonna tell you why. AI is pop culture, by the way, at least in my house.

PVSB 15:12

We we posted something on on Instagram yesterday for the CPG guys, an AI generated image of us going to the baseball hall of fame, which we're going next month, and all of his daughter's fans jumped on and started harassing us over the use of AI. That's that's we should have known better than Gen Alpha.

SPEAKER_02 15:30

But think about the theme of this event. We kicked it off with Gary Vaynerchuk. Who your likes, Gary? I I've seen Gaddy many times. I've got to work with him in Vayner Media on brand Neutrogena back in the days when I was at JJ. If you truly analyze what Gary says, he puts the truth out there. If I just filter through everything, and by the way, you can take Gary's entire conversation, put it through AI, and the first thing it's gonna tell you, try this for fun later tomorrow. When you get back to your uh computers, AI is the sign of our times. Between Gary discussing how it may impact them on the creative side, which means for the brands in the room, retailers in the room, by the way, retailers, private label, your creative needs to improve. This is your chance with AI because you've swung and missed the bus already for the multiple decades at this point. But all of a sudden, private brands um private label has become one of the most important things on the shelf space now. From there, we went to Shelly Palmer. I think Shelly did enough talking about uh Claude, Claw especially, as well as the five different types of AI engines you can use. Then we jumped into, I've been talking to Liz and Troy now for a year about their own AI strategy. And I felt at this event we got a complete reveal of the entire AI strategy from how it in uh interfaces with collecting data, integrating data, cleansing data all the way down to the mobile app that Troy revealed. AI is here, and in the data and insights world, it can become your best friend, or you can choose to make it your worst enemy and avoid it, but it's here. So if you ask me, AI is one of the single most important walkaway themes from this event. All right. So moving on, Liz, I'd love for you to reflect on either a quote or a statistic that was either in the buzz here over the several conversations we had, it was up on the screen, you heard it, any one of those work?

SPEAKER_00 17:33

Yeah, I um it was actually one of the pieces of my early presentation on day two, where we talk about the gap between openness to trying agentic shopping, which is prior to trying, is 40 to 50 percent say they're open. After, you know, being a user of a uh LLM or an agent jumps up to 70 to 85 percent. But only 8% today have actually completed a purchase through an AgenTic.

PVSB 18:05

Liz, I was looking just about three hours ago online, and the report I saw said from Google. And I tr I confirmed with this with Jose as we saw him off stage. Um the average number of characters used in a search this year versus last year is up 18%. Now, is that because we're necessarily becoming more verbose? No. It's because people are shifting their behavior to ask questions that are more contextual in nature. It's not spearfishing as much as it was.

SPEAKER_00 18:37

Yeah, that's absolutely right. And that sets me up perfectly for what I think is the so what to that entire statement. And it's really what we all need to be doing now with urgency. And it's the six areas of focus that I talked about yesterday. So really investing in building preference intelligence so that the agent knows how to interpret preferences, product intelligence, structured product data, complete accurate, availability intelligence so that agents can actually verify that the product is available, purchase verification, channel measurement, and optimization intelligence. And so, you know, those six, those six themes today are incredibly important for us to be supporting. It's the they're the backbone of our product strategy and what we launched in the segment that followed, and uh critical, I think, for us to move with speed against them.

SPEAKER_02 19:28

That was an important slide, Liz. If people want a copy of that slide, can they get it? Because it tells the whole story on how AI is approached. Yep. One other thing, Liz, I wanted to ask you the 8% number that you quoted. How to interpret that? We can say it's only 8% that are using AI for shopping, but that's 8% that's no longer in the hands of retail.

SPEAKER_00 19:48

Yeah, I think I don't know that it I don't know that I would go as far as to say they're no longer in the hands of retail, because if you remember, our our definition of agentic shopping includes recommendation and purchase. That stat is specific to purchase that an agent actually helped make a purchase. But there is still a lot of behavior that retailers can influence through the agentic experience. And we saw some great examples of that on stage. We just heard from we just heard from Google and Ulta and um conversation yesterday between Uber and Sephora, and we've had lots of that discussion over the last couple of days. So I I think it's a huge opportunity.

SPEAKER_02 20:27

I'm gonna share mine now, and I think Nicole already called it out. Nicole, what was it? Thank you. Poor Nicole, she lost her voice, and sorry, I didn't mean to do that. But but TikTok. We asked this question, I think, two days ago. Gary did. How many of you have a TikTok account? Please raise your hand. I just asked, do you have a TikTok account? I'm not asking you, do you post? Are you frequently commenting?

SPEAKER_00 20:52

Lots of hands up.

SPEAKER_02 20:52

Lots of hands up. I have a microphone. Is that no? Is that no? I think for people like you it's relevant. Okay. You you in the Dodger world can be. I'm pretty cool. So so I think there was a stat coded of something like a hundred million units of a certain SKU or a brand selling via TikTok in a virality moment. The numbers being traded on these online shops is absolutely mind-boggling. And most of that is happening via pop culture. What is pop culture? Not the way you would think it. It's not necessarily Cardi B. It's influencers who actually have millions of followers and very short personal story of my own story, which Peter reminds me and corrects me every time I say I know, Becky G. So I'm backstage at Coachella and I'm taking the golf cart ride from one stage to another. And there's this um my wife and I were late for a golf cart ride. So there was this young girl who said, No, y'all can come with me and my family, and actually asked two of her family members to step down because she said, I know you're going to watch Laura, my younger daughter. And I sat next to her and I introduced myself and I said, Who are you? I got a nasty tap on my back from my wife to shut up. And then I pulled up my Instagram and I did a quick AI check. It was Becky G with 35 million followers. I didn't even know who she was. Becky G is selling hundreds of millions of units on TikTok. 35 million followers. This is the world as brands and retailers were completely missing. That's what pop culture means. I was worried for a second he's going to talk about gap in a ma. Can you go we'll stray away from cat sign gap about it? There you go. But what's yours?

PVSB 23:00

A lot of people don't know this. Uh Shri Bose and I all worked together at PEPSCO. In fact, I was on her floor, and when she says she actually pulled data reports, I know because I was one of the people helping her run those data reports. So uh being informed, not just making decisions based on hunches and having having that full view again at your disposal is what will drive success, more so than just hoping hope is not a strategy in terms of growing business. Growth is a major concern for most consumer package goods companies in in this economy. So having that underpinning, that knowledge, that ability to analyze data and know what to look for, what to ask for will carry your career very, very far. I remember we had on uh a chief customer officer a number of years ago, our friend Rachel Marlar. And she started as an analyst at Nielsen working at, I think, Bristol Meyer Swibbs back in the day. And she said that that particular component of her career was so instrumental to getting her to a chief customer officer level.

SPEAKER_00 24:03

That should be our recruiting.

SPEAKER_02 24:07

You know what? Just I just got struck by something I realized. If Becky G ever listens to this podcast, I'm toast. But that's uh, I thought I think I don't have to worry about that.

PVSB 24:18

If you're if you're concerned about whether she thinks you're cool or not, don't worry. Okay. We'll take that.

SPEAKER_02 24:22

So I might relegate it to MySpace.

SPEAKER_00 24:24

Yeah, I think this helps.

SPEAKER_02 24:27

All right. Liz, talk to us about one big thing to take home from this event.

SPEAKER_00 24:34

Yeah, I think this helps solidify for me, even. And and obviously we talk about this a lot within NIQ, but that the industry dynamics around data are really going to be changing. And I think it sets up a pretty fundamental shift for information and intelligence services companies like NIQ in how we need to go to market and operate and drive value. And some of the product uh announcements that we made yesterday are leaning in in a much bigger way to a much more open ecosystem construct around how we can be useful in an AI-driven world. And I think that that is essential at this moment, but it will require all of us in partnership and collectively to change together and to manage that change together. So we're really looking forward to helping to lead that uh for the industry, but it is something that we all need to know is happening.

SPEAKER_02 25:35

Mine's gonna be very easy. If there's one thing you need to go back home to your computer and do, what is it?

PVSB 25:41

Uh go to the CPG Guys podcast and hit subscribe.

SPEAKER_02 25:46

AI. Yeah. Vibe coding. It's not that intimidating as it sounds because it has the word coding. Here's the good news it's not Python, it's not C, or for people like me who have started with COBOL 84, none of that stuff. You don't have to learn programming. All vibe coding is using English language to write the right prompts to ask a question. It's not that hard.

PVSB 26:07

The whole irony of the era of large language. I never learned how to program COBOL or C, but my command of the English language makes me invincible in the world of large language models.

SPEAKER_02 26:24

I'll give you that. But contrary to popular belief, my first language is English. Why don't you tell us yours?

PVSB 26:29

Yeah. For me, big takeaway here is uh you you have got to, to your point, spend your time learning about all these new skills. Don't don't sit on the ball at the like you're you're at the two-minute mark and you've got a a nine-point lead in the Super Bowl. You need to lean in and learn these capabilities. Use the data at your disposal, make yourself ferocious. That is what will drive success. Because if you sit around hoping that uh that team on the other side of the field is coming at you uh and and you're gonna survive, you're not. They're gonna blitz you, they're gonna grab the ball, they're gonna go to the end zone, they're gonna score, and then they're gonna then they're gonna do an offside kick, and before you know it, you've lost the game.

SPEAKER_02 27:18

Pinky up to you. So let me just um quickly remind everyone this actual recording, along with Peter and my own commentary on several individual sessions that we saw over the last few days, will actually become a podcast and be live in about three or four weeks from today after the Can Lions event. At CPGguys.com. And what else?

PVSB 27:40

Apple and Spotify and Google and Multicast. YouTube, Google, yeah, YouTube, Google, okay, guys. Instagram, TikTok. You can ask Alexa to play the CPG Guys podcast, and she will.

SPEAKER_02 27:50

That said, just another quick reminder for everybody.

PVSB 27:53

I know.

SPEAKER_02 27:54

Before I turn it over to Liz to close us out, close out this event. This Saturday's episode is actually um we were flown out to Atlanta to Newell Rubbermaid's headquarters. We recorded a live episode with the CEO of Newell Rubbermaid, and all Chris talked about was AI. It's an important one to listen into. So I encourage everyone this Saturday tune in.

PVSB 28:27

It blew shream me. It's a very epic conversation.

SPEAKER_02 28:29

All right, let's transition. And before I turn it over to you for closing, I have to say hats off to my friend who actually got to see building this journey. Kim Bird, please close us out.

SPEAKER_00 28:40

Yeah, fantastic. Yep. Um It's been a great couple of days. I hope you all feel the same. I leave this event every year very, very tired, but very energized at the same time. And I want to just say a couple of thank yous as we close out and get ready for a fun evening ahead. First off, to all of our guests, you really make the event what it is. Um that's what we do. Don't mind me. Uh, your energy and your partnership and the hallway conversations and the late-night hotel lobby Whataburger Order, um, which some of us are cold. Some of us are regretting a little bit today, I think. But uh truly, it's it we are grateful for your investment of time, and um, it means a lot to have you here. So thank you. Secondly, we have this incredible events team that Shree just mentioned, led by Kim Bird. Um, and they just put everything they have into making this event special. So so much goes on behind the scenes, and there's an entire production team who really are living for three days in like a cavernous environment behind the stage here, um, making sure that everything goes smoothly, and they just do such a wonderful job. So I really want to thank them. They don't badly. It's just dark and like I can live in the dark for three days. Um, our speakers, so many of you dedicated your time and your thought leadership, and um it means a ton. It matters. I heard so many great comments this year about the content. We obviously are always looking for feedback as well. So please continue to give uh give us feedback, but we want to make this a space where everyone can really learn and uh go away, at least leave inspired. And then um HEB actually was a great partner to us in this event as well. Hopefully, a lot of you had an opportunity to try some of their own brand uh snacks that were in uh the break areas today, but um, they contributed in a meaningful way to help making sure that we all got a little flavor of San Antonio retail uh as we were here live. And then thank you to you guys, the CPG guys, for helping us memorialize the learnings from this event in an upcoming episode and um for generally just being great advocates for the industry.

PVSB 30:55

Yeah, it's uh we're we're honored to be with you, Liz. Um, I should note if you've been on our podcast five times, you get one of these varsity jackets. Liz has one, but unlike unlike us, she was smart enough to understand that leather and wool in in Texas in June is probably not the best thing to do.

SPEAKER_00 31:11

Yes, that's that that's the reason. Um Love you both very much. All right. With that, we're gonna close out. Thank you all so much.

SPEAKER_01 31:21

Let me remind our listeners, you can find all of our content by simply going to a web browser and typing cpgguys.com as a URL. If you are someone who knows something to contribute to this ongoing discussion on the CPG guys, please send us an email at reach us at cpgguys.com. That's R A C H U S at CPGguys.com. To our audience, I want to thank you for the clicks, likes, comments, DMs, meeting us at trade shows. Coming to our events, recording episodes with us and our sponsors. We are always grateful and thankful to you. The show doesn't exist without all of you. You work with us all year, and we're grateful to have you as our audience and partners. It's a pleasure to host Liz on the show today, that's all live. Thank you so much, Liz and Peter, for taking the time to do this live from San Antonio on our practitioner platform, the CPG guys. To our audience, check out all the digital liner notes.