Shopper Marketing - July 2016 - 130


B R I N G I N G PR EC I S I O N TO C O N V ER S I O N M A R K E T I N G

"We have to challenge our usual
definitions of consumer insights and
frame them more around the shopper."
MARK HERTENSTEIN, Senior Vice President of
Enterprise Solutions, Epsilon

reach a certain number of eyeballs, and can you produce the same result for a lot less money?" Smestad
says. It's a laser versus a shotgun approach.
In the short term, brands may still want to rely
on the broad reach of national media, particularly
if they have the general sales results to show for it.
But going forward, marketers will start to think of
media less in terms of reach against an audience and
more in terms of intersecting with their segments
- whether measuring against acquisition (new
household prospects) or frequency (current household KPIs). The next section includes more on this
evolving approach to media and measurement.
Marketers, of course, are already coming to terms
with a drastic shift in how media gets bought and
sold in today's fragmented advertising landscape.
The increasing role of digital ad platforms like the
Facebook Exchange and streaming services like
those of Netflix and Pandora mean that almost any
company can be in the business of buying media.
Major marketers including Procter & Gamble are
bringing more of their programmatic ad buying
in-house, and the responsibility for ad placement is
increasingly being divvied up between the traditional
media buying houses, integrated agencies (including
shopper marketing agencies) and third-party vendors.
Given these dramatic changes in the media marketplace, it is particularly important for shopper
marketers to remain focused on their specific client
objectives, says Charley Ciresi, Vice President of
Client Services at Catapult/Nsight Connect.
"If your goal is to build brand equity or brand
awareness over the longer term, you may still want
to think of media in terms of reach and frequency,"
says Ciresi. "In shopper marketing, we have to think
about what's converting the shopper to a buyer, so
our results metrics are going to be very different in

10

the shorter term. This is where precision marketing
can play a critical role. It can help you better define
your audience and eliminate inefficiencies as you
work to balance the brand's priorities and objectives."

PILLAR FOUR:

Measurement

Transition from soft to hard metrics;
understand what needs to be measured
and why
Going forward, marketers will need to embrace
a shift in priorities with regard to measurement.
Marketers today remain largely focused on "soft"
metrics - such as engagement rates, clicks and impressions - versus looking at hard data that would
indicate a more direct impact on purchases. After
all, it's one thing for a brand to know whether or for
how long consumers watched its video-enabled ad,
and another to determine if the views caused those
consumers to take any action with their wallets.
Even as marketers have become increasingly accountable for showing sales results, they are not necessarily clear on what needs to be measured, or why,
says Ciresi. "Everyone seems to be measuring with
a short-term sales lift mentality," he says. "Instead,
we should be measuring with the intent of learning,
so we can continually optimize our campaigns and
programs as we go."
In the previous eyewear scenario, for example, the
retailer is likely to use total store volume to assess the
success of its customer acquisition strategy. However, that single metric does not allow it to dig further
- i.e., to know which parts of the program worked
with different segments. "They don't know who's
coming into which stores or what brought them in,"



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

Contents
Shopper Marketing - July 2016 - Intro
Shopper Marketing - July 2016 - 1
Shopper Marketing - July 2016 - 2
Shopper Marketing - July 2016 - 3
Shopper Marketing - July 2016 - Contents
Shopper Marketing - July 2016 - 5
Shopper Marketing - July 2016 - 6
Shopper Marketing - July 2016 - 7
Shopper Marketing - July 2016 - 8
Shopper Marketing - July 2016 - 9
Shopper Marketing - July 2016 - 10
Shopper Marketing - July 2016 - 11
Shopper Marketing - July 2016 - 12
Shopper Marketing - July 2016 - 13
Shopper Marketing - July 2016 - 14
Shopper Marketing - July 2016 - 15
Shopper Marketing - July 2016 - 16
Shopper Marketing - July 2016 - 17
Shopper Marketing - July 2016 - 18
Shopper Marketing - July 2016 - 19
Shopper Marketing - July 2016 - 20
Shopper Marketing - July 2016 - 21
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Shopper Marketing - July 2016 - 24
Shopper Marketing - July 2016 - 25
Shopper Marketing - July 2016 - 26
Shopper Marketing - July 2016 - 27
Shopper Marketing - July 2016 - 28
Shopper Marketing - July 2016 - 29
Shopper Marketing - July 2016 - 30
Shopper Marketing - July 2016 - 31
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