Dipita Chakraborty has 25 years of consulting experience in the CPG industry, and is currently Chief Consulting & Capabilities Officer for the CPG Practice at Fractal. Her early years focused on media optimization and marketing mix analytics, consulting with various Fortune 500 companies. She started her own Marketing Analytics Consulting firm in 2001, which provided Media Mix, Pricing and Trade Analytics consulting to CPG companies. Her company was acquired by Nielsen in 2006, and Dipita stayed on at Nielsen for 10 years in various leadership roles. She is passionate about driving growth and change through the adoption of analytics, and make analytics the core engine at CPG companies.