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How do insights, analytics and data fit into your organization?
BETTENCOURT: Our company has built a culture around our shoppers, and making informed decisions based on shoppers’ perceptions, attitudes, behaviors and needs. We have a seat at the table for important meetings that affect marketing, merchandising, operations, strategy and our overall brand. We are often brought in early in the process to help provide the background and be a guiding force in the development of new initiatives, when enhancing existing offerings, or when measuring the impact of current programs.
What emerging technology and techniques does your team leverage at Stop & Shop?
BETTENCOURT: To help us stay closely aligned with shoppers’ emotions and behaviors, we use methods that help us achieve a deeper level of understanding, such as eye tracking with galvanic skin testing, facial coding and heat mapping. These are in addition to more traditional qualitative and quantitative methods.
What’s the most rewarding aspect of your job?
BETTENCOURT: I really enjoy being able to use our shoppers’ feedback to influence decision-making at Stop & Shop. It feels great when you see an offering changed, a communication enhanced or a feature evolved to meet shoppers’ needs, go into final production and become available to the public. Then, ultimately you close the loop with getting feedback on how they like the changes and what else we could do to meet their needs. It is a continuous cycle of listening and evolving.