This week, Bill and I are joined by Zia Daniell Wigder, Chief Content Officer at eMarketer. Prior to her role at eMarketer, Zia has held many notable leadership roles in the commerce research and content sphere, including Chief Global Content Officer at Shoptalk, co-founder of Groceryshop - both important, major events in the global digital commerce market. Prior to that, Zia was a Research Director and Senior Analyst focused on global digital commerce trends at Forrester Research and Jupiter Research.
On the pod, we mixed up some Caipirinhas with Zia and dove into her perspectives on the state of the Brazilian e-commerce landscape, the impact and growth of Retail Media, the importance and expected rise of social commerce, the rising battle for consumer attention, and what it takes to put on a conference that doesn’t suck. This is a great listen for anyone navigating today’s rapidly evolving e-commerce space.
Enjoy! Saúde!
Episode Chapters
00:00 - Caipirinhas!
08:19 - Describing eMarketer to a 7-Year-Old
13:11 - The E-commerce Market in Brazil
19:58 - The Growth and Impact of Retail Media
22:10 - Retail Media and the Commerce Experience
26:08 - Trends and the Future of Retail Media
29:15 - The Battle for Attention in the Peak Time Spent on Media
31:25 - Exploring the Potential of Gen AI in Digital Commerce
35:06 - The Impact of Social Commerce
38:59 - Creating a Conference That Doesn’t Suck
44:57 - The Qualities of a Great Industry Analyst
This week’s cocktail - a Caipirinha
The Caipirinha is considered by many Brazil’s national cocktail, a refreshing and simple drink with a flair for fun. Its key ingredient - cachaça - has deep roots in Brazilian culture, often referred to as the "spirit of Brazil." Dating back to the 16th century, cachaça is distilled from fermented sugarcane juice, making it a close cousin of rum, but with a distinctive earthy, vegetal flavor that sets it apart.
Cachaça - otherwise known as pinga - was first produced during the Portuguese colonization of Brazil and was initially made and consumed by those working the sugarcane plantations (often not under their own free will). Some posit that it was the earlier form of sugar-cane-based-spirit produced in the “New World” - but much of these claims are steeped in Nationalistic pride, and in truth there were many fermented sugar-cane-based alcoholic beverages being experimented with all over the Carribean and Americas, such as garapa. Over time, cachaça became ingrained in Brazilian society, enjoyed by people from all walks of life. Today, cachaça remains a symbol of Brazil’s cultural heritage, and its popularity has spread far beyond the country’s borders.
The Caipirinha, made by muddling fresh lime and sugar with cachaça and serving it over ice, is a delightful tribute to the spirit. It’s known for its bright, citrusy kick balanced by the natural sweetness of the sugar and the unique grassy character of the cachaça. This cocktail is a staple at Brazilian celebrations and has earned a spot on cocktail menus worldwide as an icon of refreshment and simplicity.
Saúde!
Caipirinha Cocktail Spec, Serves One
2 oz (~60 ml) - Cachaça
1 lime, cut into wedges
2 tsp (~10 ml) - Granulated sugar (Demerara recommended)
Ice cubes
The process:
Muddle the lime wedges and sugar in a glass until the juice is released and the sugar dissolves. Add ice, pour in the cachaça, and stir well. Serve in an old-fashioned glass. (Preparation time: 3 minutes)
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Be well, be safe, and here is to good business! Cheers! - Brian & Bill
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C&C Pod - Caipirinhas with Zia Daniell Wigder - Chief Content Officer at eMarketer