Pre-Summit Advanced Learning Sessions

The word “insight” is one of the most misunderstood and misused words in the marketing world today, but it is also one of the most important. As consumers become more fragmented and individualized, they will increasingly look for brands that represent some aspect of who they are. Brands will have to understand their target from an insights perspective. It will no longer be sufficient to settle for target generalizations.

In this seminar participants will take his/her knowledge and application of insights to an entirely new level. This seminar will teach attendees how to:

• Identify real insights and distinguish them from generalizations, significantly improving the quality of an organization’s insights.
• “Craft” (rather than just articulate) an insight so it is evocative, breathing life into creative briefs/documents so they inspire.
• Connect a shopper insight to a corresponding consumer insight (insight connectivity): How does the life of the shopper outside of the store (the consumer’s life) effect what they do in the store (the shopper’s life)?

Across the industry, shopper marketers are asking, “How do I rationalize my spending, both above and below the line? What am I really gaining from my investment? What are the key metrics I need to use?”

These questions need to be answered as shopper marketing continues to develop as an effective business strategy. Marketers must identify best practices in program measurement, and understand the ever-expanding role that technology plays in the practice. 

• The key issues surrounding effective shopper marketing measurement.
• The current methods and metrics being used to measure results, with a look at the pros and cons of each.
• The future evolution of measurement methodology, including the role that technology will play.

Special Closing Presentation by William Pink, Millward Brown - New York

The Future of Shopper Marketing Measurement

This presentation will provide a window into the future of measurement with an eye toward the analytic opportunities that are emerging, especially the integration of disparate data elements – media consumption, purchase behavior, brand perception – into single-source programs of measurement that can examine both short-term sales drivers and long-term effects on demand.  

** In collaboration with OgilvyAction and JWT Action, content for this symposium is derived from the special series of articles slated to appear in six issues (April - September) of Shopper Marketing magazine.