Shopper Marketing - April 2016 - 98


WHO'S WHO IN SHOPPER MARKETING AGENCIES

IN MARKETING SERVICES: ELIZABETH FOGERTY, SVP,

STRATEGIC PLANNING AND ANALYTICS

W

hen Elizabeth Fogerty came to IN
Marketing Services about a decade
ago, she brought two decades of
wide-ranging experience in marketing, promotion and advertising. She began her career
helping to launch the successful coupon machines at ActMedia and moved onward and upward from there. "I'm very proud of how I built
a career that was very well-rounded," she says.
When Fogerty joined IN Marketing, the data
team was a very small group that used IRI and
Nielsen data and was focused entirely on one
account, Unilever. Since then, the company has
had double-digit growth year over year, revenue has quadrupled and the strategic planning
and analytics department has grown to 13 people and incorporated a marketing viewpoint.
"On the analytics side, it's a huge hurdle to
prove out in shopper marketing - does it work?
And the truth is, it does," she says. During the
past couple of years, the team has gotten "ag98

y SHOPPER MARKETING APRIL 2016

Photo by Steve Hockstein

gressive in building proprietary tools that have
allowed us to be more predictive and measure
with greater granularity."
The growth and diversification of the agency has brought challenges, such as finding talented people who understand retail and shopper marketing, Fogerty says. "We grow, grow,
grow and sometimes we can't even keep up
with our own growth. It's not a mature industry
yet. We're still seeing a lot of people entering it
and trying to figure out what it is."
Shopper marketers face lingering perceptions that their work is still a trade, or "trade
plus," as Fogerty puts it. "It's the conundrum
of trade and really being able to drive the distinction in a sales-driven organization," she
says. "And then the measurement piece, really
being able to prove this hard financial ROI with
clarity and ease. There's still some work to be
done in that space."
IN Marketing defines shopper marketing as



Table of Contents for the Digital Edition of Shopper Marketing - April 2016

Contents
Shopper Marketing - April 2016 - Intro
Shopper Marketing - April 2016 - 1
Shopper Marketing - April 2016 - 2
Shopper Marketing - April 2016 - 3
Shopper Marketing - April 2016 - Contents
Shopper Marketing - April 2016 - 5
Shopper Marketing - April 2016 - 6
Shopper Marketing - April 2016 - 7
Shopper Marketing - April 2016 - 8
Shopper Marketing - April 2016 - 9
Shopper Marketing - April 2016 - 10
Shopper Marketing - April 2016 - 11
Shopper Marketing - April 2016 - 12
Shopper Marketing - April 2016 - 13
Shopper Marketing - April 2016 - 14
Shopper Marketing - April 2016 - 15
Shopper Marketing - April 2016 - 16
Shopper Marketing - April 2016 - 17
Shopper Marketing - April 2016 - 18
Shopper Marketing - April 2016 - 19
Shopper Marketing - April 2016 - 20
Shopper Marketing - April 2016 - 21
Shopper Marketing - April 2016 - 22
Shopper Marketing - April 2016 - 23
Shopper Marketing - April 2016 - 24
Shopper Marketing - April 2016 - 25
Shopper Marketing - April 2016 - 26
Shopper Marketing - April 2016 - 27
Shopper Marketing - April 2016 - 28
Shopper Marketing - April 2016 - 29
Shopper Marketing - April 2016 - 30
Shopper Marketing - April 2016 - 31
Shopper Marketing - April 2016 - 32
Shopper Marketing - April 2016 - 33
Shopper Marketing - April 2016 - 34
Shopper Marketing - April 2016 - 35
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Shopper Marketing - April 2016 - 37
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Shopper Marketing - April 2016 - 40
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