The latest edition of the Marketing Dynamics Conference took place in Atlanta from the 10^th until the 12^th of November. Filipe Sengo Furtado attended the event to present the latest developments in his research that aim at predicting share of wallet using customer loyalty cards data. This metric offers vastly valuable insights to managers, but research on the topic is relatively scant, particularly concerning the challenges faced by grocery retailers, who arguably stand to gain the most from obtaining this metric. This research, which is joint work with Thomas Reutterer and Oded Netzer, addresses these challenges and offers valuable managerial insights that can be useful for several purposes, chief among them targeting decisions.