The CPG Guys are joined in this episode by Kellanova's Mike McCune, Sr. Dir Sr. Director of Integrated Commercial Analytics & Maggie Gilliam Hoy, Sr. Director , and Omni COE lead. Today’s episode is all about data, analytics, the changing shopper behavior to lean omnichannel and the story of how one snack manufacturer has leaned into reporting and insights in a meaningful way.

Follow Mike on LinkedIn at: https://www.linkedin.com/in/michaelthomasmccune/
Follow Maggie on LinkedIn at: https://www.linkedin.com/in/maggie-gilliam-hoy-22800120/
Follow Kellanova on LinkedIn at: https://www.linkedin.com/company/kellanova/

Here's what we asked them :

1. Maggie, let’s get this started with you. As Senior Director of Omni Capabilities at Kellanova, you cover a broad remit across commerce & marketing. How are you defining “omni commerce” in the snack/CPG space today? Also tell us about your remit.

2. Mike, talk to us about your remit. You also have an RGM background - who do you support at Kellanova and what does a day in your life look like?

3. With such a change in consumer behavior to omnichannel & ecommerce, believe you have developed a system called KOPS. What does it stand for and what data sets are the inputs - did we hear over 30 data sets? Mike to go first.

4. Mike- what prompted the need for KOPS in the first place? What was not working well? What was replaced? How has it been received? Any surprises?

5. Maggie - how are you preparing for more growth in ecommerce and digitally engaged shoppers in 2026. What sort of analytics do those whom you service need in these uncertain times?

6. Mike - I’d like to ask you the same question - you touch much more than omnichannel and digital. Everyday business - what sort of data sets are now in play that are non negotiable?

7. Maggie - as the head of the omnichannel COE, how do you coordinate omni activities so that the consumer experience is seamless across digital, physical retail, and experiential activations?

8. Maggie - how are you handling non-traditional retailers or 3-party services like Instacart, Doordash, or Tik-Top Shop?; Are these a priority?”

9. This last one is again for both of you - with your respective roles and lenses, looking into the next 3-5 years, what do you see as the biggest disruption (or opportunity) in how snack brands will go to market?

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Analyzing Omnichannel Success with Kellanova's Mike McCune & Maggie Gilliam Hoy

The CPG Guys