Author
David O'Keeffe
Co-founder, SeeGap. Writes about receipt-verified cashback, retail attribution and first-party data for FMCG brands.
About the author
David O'Keeffe
Co-founder, SeeGap
David has spent his career where consumer brands meet the shopper. Before SeeGap he spent two and a half years working with some of Ireland's biggest consumer brands, putting QR codes on packaging and running the activations behind them. That work showed him the gap that still exists today: brands can see the marketing that reaches a shopper, and they can see the sales a retailer rings up, but little ties the two together. He co-founded SeeGap to close it, using the shopper's own receipt as the proof of a real purchase.
Articles by David O'Keeffe
Impactful Cashback Use Cases
Most brands think of cashback as a launch tool. Here are five distinct commercial uses and what each one produces.
Why household penetration beats loyalty for FMCG brands
Loyalty schemes reward the people already buying. Penetration is where category growth actually comes from, in plain terms.
The retail attribution gap, and how to close it
Most brands see platform metrics but not which campaign produced a sale at the shelf. Why that happens, and what closes the gap.
What DTC brands lose (and need) when they move into retail
Moving into grocery means giving up the customer data DTC brands take for granted. What disappears, and how to get it back.
How to Upgrade Sampling at Events
Event sampling builds awareness but rarely produces verified sales data, consumer identity, or attribution.
You Can Track Impressions. Can You Track the Sales?
Paid social tells you what your ad cost. It cannot tell you if anyone bought the product.
How to Drive In-Store Purchases and Know Which Campaign Sent Them
Most in-store marketing produces platform metrics, not verified purchase records. Here is how to fix that.
What's Actually in a Receipt
Retailers have always had this data. Brands selling through retail typically have not. Here is what a verified receipt contains.
Capturing Verified Insights from Retail Customers
Most market research in FMCG uses respondents who are not confirmed buyers. Here is what changes when the survey starts with a receipt.
Trade Spend Tells You What Sold. It Never Tells You Who Bought.
Brands allocate 15 to 25% of revenue to trade and almost never learn who those promotions brought into store.
Ready to win new customers?
Bring a product and a channel you already run. We will show you how the verified sales come back.