Responding to the lack of common understanding of how to measure the impact of shopper marketing in the industry, the SM2 Commission convened in 2020 to identify a common approach that would standardize shopper marketing measurement. The effort included preliminary studies, the development of a world-class Playbook and ultimately — despite the challenging executional environment brought on by the Covid-19 pandemic — measurement modeling executed across three real-life pilot programs.
This panel discussion with commission participants will reveal:
- The current shopper marketing measurement landscape.
- The results of the modeling pilots.
- A path forward.