The CPG Guys are joined by Alister Greenwood, Global Head of eCommerce Analytics & Insights at Mondelez International.Follow Alister on LinkedIn at: https://www.linkedin.com/in/alister-greenwood-2363b915/Follow Mondelez on LinkedIn at: https://www.linkedin.com/company/mondelezinternational/Follow Mondelez online at: https://www.mondelezinternational.comAlister answers the following questions:In the age of omnichannel, is the marketing funnel still applicable? How can brands create a seamless shopping journey as they try to influence purchasing behavior, particularly with impulse purchases?What do you think is the single most important development for companies to prioritize and staying ahead in the eCommerce landscape over the next year or two?  Incorporating AI? Building out technology for Web3? Building up their tech stack? Or maybe getting the basics right?How do test & learns play into developing a robust set of insights & analytic capabilities for brands? How do you instill discipline across the enterprise to ensure outcomes are best measured?At Shoptalk Europe, earlier this year, your colleague Cristina Marinucci described Phygital Marketing as the blending of physical and digital experiences in the shopper journey. How do you think about measuring Phygital marketing efforts, especially in terms of digitally-enabled selling?How are you implementing next generation analytics in your eCommerce COE? Do you need to rely on your service provider partners to do the heavy lifting or is it about building home-grown solutions? What are the considerations in striking the right balance?Accessing data from single sources has become exceedingly challenging in a fragmented world. How are you working to help your business units access meaningful data for business intelligence?What is the future for eCommerce COEs? How do you roll skills and disciplines back into the business units and will the value of a COE diminish in the process?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 or the information we presented in this podcast.