The CPG Guys are joined by Dave Pollet,  CEO and Skye Frontier, Chief Growth Officer for Incremental which helps brands unlock incremental growth through cross-channel predictive analytics with the Science of More.This episode is sponsored by Incremental.Follow Dave on LinkedIn at: https://www.linkedin.com/in/davidpollet/Follow Skye on LinkedIn at: https://www.linkedin.com/in/skyefrontier/Follow Incremenetal on LinkedIn at: https://www.linkedin.com/company/incrementalinc/ Follow Incremental online at: https://incremental.com/Dave and Skye answer the following questions1) Can you tell us about your personal journeys to Incremental - how did you each decide this was the place to be at this specific time in the industry’s evolution?2) Dave - you’ve been around this world for a while and I know you tend to think about retail media as a series of waves - what do you mean by that and where in this current wave do you think we are3) Skye - So, when you say incrementality…what do you/we mean by that?  It’s a term that gets kicked around but how should we think about it? Coincidence to causatio4) Skye - simple question - why is incrementality so hard to measure?5) Skye - are incremental sales always lower than ad-attributed sales?  Why?6) Dave - How does cross channel investment shape or impact incrementality and how do you measure and quantify that?7) Skye - so often the pain point n this world comes from the walled garden nature of the available data in this space - each RMN has its own data and then the adjacent data sets like Meta and Google are also walled off to some degree.  How do you think about solving for that at Incremental?8) Our last question as always is to “Fast Forward” - what do each of you think is the single most important future trend shaping the retail media landscape?CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comCPG Scoop Website: http://CPGscoop.comNextUp Website: http://NextUpisnow.org/cpgguysRetailWit Website: http://retailwit.comRhea Raj Website: http://rhearaj.comVote for Lara Raj in Dream Academy at: https://m.youtube.com/watch?si=E1LSX8plfy9J82cP&v=_lKKx3O30oI&feature=youtu.beDISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.