The mission of the Commission to Standardize the Measurement of Shopper Marketing (or SM2) is to foster an industry-wide understanding of the true value of Shopper Marketing across the entire path to purchase by establishing best practices and adoptable standards for measurement. We are excited to officially launch our Industry Playbook, developed with support from some of the industry’s leading product manufacturers, marketing agencies and solution providers. Join the Institute in this session as we share key content from the Industry Playbook as well as preliminary takeaways from the measurement pilots that are in progress.
In this session, we will cover:
- The definition of the Shopper Marketing discipline and its role within the marketing spectrum
- The scope of Shopper Marketing across stages, platforms and engagement touchpoints throughout the path to purchase
- Initial ideas on best practices in effective measurement that are currently being refined and affirmed through pilot testing and what we have learned from our pilots so far