# The Consumer Connections Playbook: Measurement, Media & Modern Marketing (Vinny Rinaldi, Vice President, Consumer Connections at The Hershey Company)

Page: https://stenobird.com/podcast/the-cpg-view-6029523/the-consumer-connections-playbook-measurement-media-modern-marketing-vinny-rinaldi-vice-president-consumer-connections-at-the-hershey-company
Text version: https://stenobird.com/podcast/the-cpg-view-6029523/the-consumer-connections-playbook-measurement-media-modern-marketing-vinny-rinaldi-vice-president-consumer-connections-at-the-hershey-company.md
Podcast: [The CPG View](https://stenobird.com/podcast/the-cpg-view-6029523)
Published: 2026-07-09T17:26:18+00:00
Episode link: https://podcasters.spotify.com/pod/show/thecpgview/episodes/The-Consumer-Connections-Playbook-Measurement--Media--Modern-Marketing-Vinny-Rinaldi--Vice-President--Consumer-Connections-at-The-Hershey-Company-e3lscvt
Audio file: https://anchor.fm/s/da4fa968/podcast/play/122614205/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2026-6-9%2F427663304-44100-2-2d7b31f444159.mp3
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Duration seconds: 1029

## Resource

Vinny, the 'Trifecta' measurement strategy isn't a new concept, yet most brands still can't bridge the gap between brand and commerce. In your experience, what is the most essential first step to breaking down those organizational silos and finally unifying measurement?" How are you thinking about short vs. long term ROI when it comes to investing in brand vs commerce media networks? Especially as it relates to onsite and offsite digital media buys with RMNs. What’s your way to assess incrementality and how hard a dollar is truly working for Hershey’s bottom line? Vinny, you truly put the business first, always thinking about what’s best for Hershey. Can you share a bit about how you’ve thought about the economics regardless of funding source and the depth of your relationship with the Chief Sales Officer? As you think about the future, the rise of more sophisticated commerce media network offering, there is a temptation by many brands to think about 1;1 closed loop measurement. However your philosophy is quite different - embracing the need to triangulate decisions using ROI, signal-based data, and 'control vs. exposed' groups. How have you been able to convince your organization there’s a better way forward…and really modernize measurement with agentic AI Hershey is consistently at the cutting edge of measurement. How does this sophistication influence your media and commerce partnerships?

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