Instacart’s insights and analytics journey: Creating from scratch

Global brands are set to gather at MRMW North America 2022 conference on June 15-16 in Atlanta. Our speakers will share the latest trends and developments with the market research community through thought leadership, presentations and case studies. This week, we had the chance to interview two experts, Marty Siewert, Senior Insights Manager and Rachel Tarelin, Media Analytics Manager at Instacart for their upcoming presentation. Marty and Rachel will be sharing Instacart’s insights and analytics journey from scratch. They will also be discussing how to create new analytics by measuring the impact of product placements in Instacart new impulse area.

MRMW: To start off, what is the core message of your talk and what would you like delegates to remember?

Marty and Rachel: Online measurement and attribution is a continuous evolution. We at Instacart are continually pushing to take the best practices from B&M analytics and combine them with ecommerce measurement capabilities to provide our CPG, retail and agency partners with the best information so they can make the best decisions.

MRMW: Why did you choose the topic of your talk?

Marty and Rachel: We chose this topic because we are excited about our insights evolution. Therefore, we want to share our journey to date with others to hopefully spark conversations. We believe in taking input and are eager to hear what others, especially current or potential partners, have to say.

MRMW: What motivates you to join MRMW NA 2022 and what are your expectations?

Marty and Rachel: It is our first opportunity to join insights professionals from across sectors in person since we began building our insights team in early 2020. We believe that sometimes there’s no substitution for face-to-face contact. This is a perfect opportunity for us to meet our peers. Out of this we look to forge new connections and bring back new ideas to further our insights capabilities.

MRMW: What do you foresee in the future of MR/Insights? What do you want/like to see?

Marty and Rachel: With continuous growth in ecommerce, data helps us to understand customer behavior and motivations better than ever before. Though the MR industry has made major strides in innovation, the future is limitless in terms of learnings to be had and opportunities to uncover. We believe that the expectations from our partners will always continue to be ahead of our capabilities. This is a good thing because it helps us in our journey of continuous improvement in the insights we provide. With that in mind, we are eager to learn what others are doing across the research spectrum. Hopefully it will spark new ideas that we otherwise may not have considered.

MRMW: Marty and Rachel, thank you very much! We look forward to your presentation at MRMW 2022 in Atlanta!

Do you want to hear about the latest innovations, trends, and techniques in market research? Join both Marty Siewert and Rachel Tarelin alongside speakers from PepsiCoWarner MediaeBayCoca- ColaTwitter, Meta, WhatsappVisaMicrosoftMarsJohnson & Johnson and many more top-of-the-line companies at MRMW North America 2022.

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Hazel Loh

Hazel Loh is the Marketing and Partnership Manager at Merlien Institute. She has over 10 years of experience in the field of corporate events. She is directly involved in Strategic Partnerships, Content Management and Digital Marketing including Search Engine Optimization, Social Media Marketing and Email Marketing.

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