I'm a Data Nerd. It Took Running a CPG Brand to Figure Out Why That Matters.
Origin
Before CPG Data Nerds, I spent nearly a decade at Google leading analytics for major online travel brands — attribution modeling, multi-channel performance, the full stack. I was good at it. But data for its own sake was never the point for me.
Then I co-founded a natural CPG brand and scaled it to 15,000+ retail locations across the U.S. and Canada.
And that's when I ran face-first into the actual problem.
We had SPINS. We had UNFI reports. We had Whole Foods scan data. We had a spreadsheet for basically everything. What we didn't have was a single, trusted view of what was actually happening in our business. Every Monday felt like a fire drill. Every buyer meeting required someone to spend a weekend pulling numbers together. Every "quick question" from the sales team turned into a half-day project.
I knew how to build the solution. I just couldn't do it while also running the company.
Why CPG Data Nerds exists
CPG Data Nerds exists because most emerging and scaling brands are drowning in data they can't actually use.
SPINS is powerful — but only if someone structures it properly. UNFI and KeHE send reports in formats that don't talk to each other. Whole Foods scan data sits in a portal that most teams barely open. And the dashboards that do exist? Nobody trusts them.
I built this practice to solve exactly that problem: take every data source you're already paying for, normalize it, unify it, and turn it into a live Power BI dashboard your whole team can actually rely on.
No more spreadsheet fire drills. No more "I'll have to get back to you on that." Just clean, fast answers to the questions that drive your business.
Who I am
I'm Elliott — the Nerd behind CPG Data Nerds.
My background spans Google-level analytics, 13+ years of CPG consulting, and firsthand experience building a brand from zero to national distribution. I've worked with SPINS, NielsenIQ, Circana, UNFI, KeHE, Whole Foods, Wegmans, and more data sources than I care to count.
When you work with CPG Data Nerds, you work with me directly. That means no handoffs to a junior analyst, no account manager in the middle, and no one learning your business on your dime. I own the build. I own the data. I own the outcome.
