Shopper Marketing - July 2016 - 131


Smestad says. "They're measuring, but they're not
measuring enough and they're not learning how to
improve the program with each successive try."
With so much clutter in the marketplace, it is
difficult for any marketer to know which tactics or
circumstances in any given campaign or program led
directly to a sale. By setting up a test versus control
measurement system, however, a brand or retailer has
a statistically relevant sample in which it can connect
household data to stores to markets in order to isolate
the factors or components that worked best.
For example, the eyewear retailer could test stores
within two major metro markets: one that received
the $100 off promotion, and the other that did not. "It
would require matching samples with sufficient scale;
the stores in the two markets have to be similar in
terms of brand development, distribution and so forth,"
Smestad says. "There's a lot of planning in this system,
but it allows you to eliminate all the other variables outside of what you're testing that contributed to a sale."
The chart below illustrates one type of hard-data
measurement model using four distinct data categories
(increasing in predictive power from right to left).
Within each section are steps to add precision to
a conversion marketing strategy through four key
pillars: insights, messaging, media and measurement.

HARD MEASURES:

With all of these tools in hand, marketers can begin
to build a strategy that - regardless of the specific
tactics or brands - is guided by the core principle
of creating value for customers through relevance.
Thus, marketers can reframe the conversation from
concerns about privacy, ad blockers and the myriad
ways in which consumers can tune out messages, to
an opportunity to become (at the very least) a more
welcome intrusion into their lives.
"The technology that we as marketers use in
order to be relevant is accelerating as quickly as the
technology the consumer possesses to turn us off if
we are not," Smestad says. "Relevance is the currency
of value. And if you've achieved that, you will have
earned the right to talk to your customers."
■
About the Author: Michael Applebaum is a freelance
writer and editor who specializes in developing features
that address all aspects of marketing. He trained in the
New York City publishing industry and held seniorlevel editorships at Brandweek, Photo District News
and Spy magazine. He has covered marketing since
2000 and now produces various independent research,
copywriting and editing projects for businesses and
agencies. His marketing journalism work has been
regularly featured in Adweek and Shopper Marketing
magazine. He is based in Chicago.

Primary Methods

TEST VS. CONTROL

PRE VS. POST

SURVEY

REGRESSION/MIX

* Household tagged and
purchase data available
for "exposed" vs.
"unexposed" matching

* Sales data read for
trends 4 weeks prior
compared to during
and post-event sales

* Stores matched and
store level sales data
available for test vs.
control groups of stores

* Sales data read for
year-over-year results

* Shopper intercepts
or online surveys to
capture purchase intent
changes or brand
perception changes
of those exposed vs.
unexposed or pre vs.
post event

* Significant gathering
of inputs across all
spending to build
models to isolate the
impact of specific
stimuli

* Markets matched and
sales data available for
test vs. control groups

Planned before
execution for
feasibility & cost

* Cannot separate
impact of overlapping
support and cannot
isolate other market
factors (competition,
seasonality, pricing)

Requires enough
scale to see a
difference

Reported data vs.
actual data

Reads only
"big stuff"

11



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
Shopper Marketing - July 2016 - 22
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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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Shopper Marketing - July 2016 - 140
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