Thursday, October 20, 2022, 11:45 AM - 12:15 PM
Breakout 2: Shopper Marketing Measurement: Updates from the SM2 Commission

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.