What are the essential ingredients for a successful direct-to-consumer (DTC) selling? Data, more data, and DTC best practices.

In this episode, Cristina Marinucci, Johnson & Johnson’s Head of eCommerce Insights and Analytics for North America speaks with Nimay Parekh about the best practices of handling large complex data sets and best hiring practices in data leadership.

The conversation also focuses on the different models that large CPG and omnichannel brands are using to move towards direct to consumer (DTC), along with categories of success metrics and how to identify which ones are most effective for DTC strategies.

About the Speakers

Cristina Marinucci leads eCommerce Insights and Analytics for North America at Johnson & Johnson. She specializes in developing insights and leveraging advanced analytics (eCommerce ROI, Multi-Touch Attribution) to grow brands online, providing thought leadership on implementation and execution of digital performance measurement and digital transformations. Cristina’s contributions to J&J include development of an eCategory Leadership Model and a scalable diagnostic search optimization tool as well as championing groundbreaking Trip Mission research. She has a B.S. in Marketing and International Business from Manhattan College and a MBA from NYU Stern.

Nimay Parekh is VP of Product and Growth at Jivox. He is responsible for leading Jivox’s new eCommerce product initiatives and growth programs. He has over 15 years of experience in cloud, ML and IoT based technologies. He is a TED speaker, White House Presidential Innovation Fellow admit, NASA based Singularity University graduate and MBA from INSEAD