Rob Hand is an American executive consultant in the consumer packaged goods, high tech, automotive, fashion and retail industries. He is a domain expert and industry leader specializing in trade channel promotion, co-op advertising, supply chain, retail execution and revenue growth management processes, technology, and analytics. He has a 45-year history of working with and helping consumer products manufacturers improve their trade promotion spending ROI, performance analytics, consumer engagement efficiency and marketing effectiveness. He is a pioneer in the channel marketing industry, founding and growing three highly successful and innovative companies providing services to the most successful global consumer products industries. He has created numerous educational and training programs, presented to global audiences, and has authored white papers, major magazine articles and blogs that have helped sales, marketing, financial and revenue growth management executives improve their companies' top and bottom lines. Rob is a member of the Trade Promotion Management Hall of Fame and is a frequent contributor to books about co-op advertising, product management, and channel promotion. He is a favorite speaker on the topics of consumer products and trade channel promotion globally and has a highly successful podcast-The TradeScope Podcast. Mr. Hand's background includes executive positions at SAP, Oracle Corporation, Capgemini, and Avanade, providing global leadership to consumer goods practices, software product management and industry strategy. He has served on the board of directors of both commercial corporations and non-profit organizations and provides ongoing direction to many venture capital and investment companies seeking to enter the areas of trade channel promotion, retail execution, analytics, and technology services. Rob is based in the Austin, Texas area and is an avid musician and sailor. He is a graduate of the University of Memphis and is a veteran of the United States Navy, having served in aircraft carrier-based fighter squadrons and anti-submarine warfare units. The Invisible Economy of Consumer Engagement is his first book.

Foreword

Preface

Acknowledgements

Endorsements

Eureka!

All This Money... for What, Exactly?

The World's Third-Oldest Profession

The Consumer Chain

The Shell Game

The Battle for Hearts and Minds (and Shelf, Basket, and Pantry)

Digital DEFCON 1

Real-Time Telemetry in the 4th Dimension

Attaining the Dimensions of Knowledge

Taking It to the Streets

A New Chip Off the Old Blockchain

How Do We Get to the Endgame?

About the Author