Shopper marketing's ROI

Historically brands and retailers have had different and conflicting agendas but Shopper Marketing is most effective when done in collaboration with retailers.

Shopper marketing's ROI

Manita KhullerOgilvyAction

Measuring the effectiveness of Shopper Marketing requires collaboration between brand and retailer to exploit the mass of transactional and consumer behavioural data available.

A new norm of protracted economic recession in the developed markets of the world combined with volatile consumer demand in developing markets has placed new emphasis on value in marketing investment. Every CEO is seeking greater RoI. Unilever's CFO has announced a worldwide drive on RoI. Jean-Marc Huet said: "Our efforts are focused on a programme we call 'Return on Marketing Investment'." A frequent refrain, we will hear more of as...

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