Marketing Forum: From Data to Decision

From Data to Decision: What’s Actually Driving Velocity Right Now and What’s Not
August 14th
9:30 – 11:00 am MT
Boulder Chamber
2440 Pearl St, Boulder, CO 80302

Join us on Friday, August 14 as we sit down with NielsenIQ’s Erica Harrison, Vice President of Strategic Analytics & Insights, and Colleen McGinnis, Senior Director of Fresh, Emerging Acquisition & Partnerships, for a data-backed look at what’s moving product in today’s Natural Food CPG landscape — across channels, categories, and price tiers. This session will help brands cut through assumptions and focus on what’s truly working.

What the discussion will cover:

• Consumer behavior shifts: Explore which consumer behaviors have genuinely shifted in the past 12–18 months, and which are noise
• Promotions vs. everyday pricing: Examine the real role of promotions vs. everyday pricing in driving sustainable growth
• Where emerging brands are winning/losing: Look at where emerging Natural Food CPG brands are winning and losing on shelf across channels, categories, and price tiers

Discussion questions for members:

• Which consumer behavior shifts from the past 12–18 months are showing up most clearly in the data?
• Where are promotions actually driving growth vs. masking a pricing problem?
• Where are emerging brands gaining ground on shelf — and where are they losing it?
• How are you using data to challenge internal assumptions — and where are the gaps?
• What does acting on NielsenIQ-level insights look like for brands without an enterprise budget?
• What’s one data point that changed how your team thinks about growth?
• How do you bring data-backed perspectives back to your team in a way that actually changes decisions?

Speakers: Erica Harrison and Colleen McGinnis

Erica Harrison is the Vice President of Strategic Analytics & Insights at NIQ working closely with Emerging brands to drive growth through consumer insights, innovation, brand assets and in-market execution. She’s been with the company for 15 years and enjoys consulting with clients on how to translate complex data into clear, actionable business decisions.

Colleen McGinnis Ritter is a passionate sales professional with over a decade of experience in client and sales management within the CPG industry. Holding a bachelor’s degree in Marketing & Management from the University of Illinois Champaign Urbana, Colleen leverages her expertise in CPG, market research, and consumer insights to deliver exceptional results for her clients. Her commitment to understanding client needs and driving their success is evident in every interaction, making her an invaluable partner in achieving outstanding outcomes.