An opportunity to listen to recent Webcasts & Webinars from CPGmatters.

Putting the Shopper into Shopper Marketing Via In-Store Behavior Analytics

With the explosion of new and innovative marketing vehicles, there is no shortage of options for building a shopper marketing mix. Weeding through the clutter and choosing the right approaches can be arduous – particularly with incomplete information about the very shoppers you’re targeting.

Reliance on traditional consumer and sales data sources for Shopper Marketing decisions results in a massive data gap and missed opportunities to meet shopper needs. Learn how new, technology-enabled methodologies fill this gap by providing unprecedented access to the actual in-store shopping process.

Measuring and quantifying the behaviors of real shoppers in real stores empowers marketers to make more informed decisions and tailor their strategies to specific shopper groups leading to improved ROI from Shopper Marketing spending.

Click on the screen below to view the presentation, recorded during the May 2017 Virtual LEAD Marketing Conference:

Dominating Ecommerce Search: Keys to Getting Found at the Digital Shelf

Search is a driver of the now-famous “flywheel effect” at Amazon and other online retailers: products that place well in search results tend to sell more, and products that sell more tend to place better in search results.

Profitero's SVP Strategy and Insights Keith Anderson discusses how findability is fundamental to eCommerce success, and provides guidance on:

  • Prioritizing the most relevant, frequently searched product keywords
  • Optimizing your products for retailer search rankings
  • Understanding the key drivers influencing Amazon’s organic search rankings

Click on the screen below to view this presentation:

The Bold Approach to Couponing That Brands SHOULD Be Taking

Technology has created many new couponing options, and most brands are adding these tools incrementally vs. taking a results-oriented approach to setting their promotion strategy. What's holding brands back? Brands recognize the volume spike they see with traditional newspaper coupons, but most share payout concerns.

This presentation by Chris Frericks of Quotient explores how brands could be extracting benefits from new coupon vehicles to move more volume while reducing overall coupon investment.

Click on the screen below to view the presentation, recorded during the May 2017 Virtual LEAD Marketing Conference:

The Importance of Forecast Accuracy Metrics

This presentation by Joel Cartwright, Director of Product Management at AFS Technologies, addresses the importance of analyzing the accuracy of TPM forecasting, and the downstream impacts and opportunities within a manufacturer's supply chain.

In addition, the presentation speaks to the impact of forecast accuracy, and its impact to the general ledger. Finally, it addresses what is an acceptable forecast accuracy metric, as recognized from within the industry.

Click on the screen below to view the presentation, recorded during the May 2017 Virtual LEAD Marketing Conference:

AI: Help or Hype?

Artificial Intelligence (AI) promises to help you know exactly who your customers are, and what they want to buy, when, where, and how.

If you are leading sales, merchandising, new product innovations, or operations, this probably sounds a bit like a fairy tale. Unfortunately, with the hype around AI, which too often ends up as a "multi-million dollar trail of tears science experiment," it sometimes is.

Join Deb Stambaugh of r4 for a can't miss conversation, rich with stories from industry leaders, about what the very real AI business opportunities are and why they wouldn't accept less than measurable, extremely fast, yet scalable business impact.

Click on the screen below to view this presentation:

Are Personalized Offers the Remedy for Ineffective Trade Promotions?

Trade promotions have been a mainstay of the CPG and retail landscape for a number of years, but satisfaction has been decreasing. Manufacturers and retailers have been increasingly concerned about the effectiveness of trade promotions at the same time as trade spend budgets have been creeping up.  Shoppers, especially younger shoppers, are showing a greater appetite for personalized offers that are delivered digitally. So are personalized offers the remedy for ineffective trade promotions?

Click on the screen below to view this presentation by Graeme McVie of Precima, recorded during the May 2017 Virtual LEAD Marketng Conference:

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                                                                               December 2017
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