The Zero Moment of Truth-Shaping Yesterday's Purchase Funnel

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The Google Shopper Sciences Macro Research Study represents the most comprehensive study to date on shopper behavior and explores how the changing world of media - specifically digital media - is empowering shoppers and impacting the decision-making process for everything from grocery and OTC medications to automotive and financial services.

Conducted in April 2011 among 5,000 shoppers across 12 diverse categories, the research analyzed the role of more than 50 different media sources-including traditional advertising, internet search and display, mobile, online social and retail store channels-in the shopper's decision-making process as they move along the path to purchase. The research showed 84 percent of respondents are engaging in pre-shopping activities ahead of their retail store visit. Google has dubbed this phenomenon of user-directed digital pre-shopping activity as the "Zero Moment of Truth" or ZMOT, and made it the subject of a new book.

Join Google's Jim Lecinski, author of "Winning at the Zero Moment of Truth" and John Ross from Shopper Sciences as they explore the growing trend of digital pre-shopping and the implications for marketers.

Webinars are for ANA Members Only. If you are a non-member, client-side marketer interested in attending a specific session, please email to request a one-time, complimentary guest registration.

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Start: Wednesday, September 7, 2011 at 1:00pm

End: Wednesday, September 7, 2011 at 2:00pm



Jim Lecinski
Managing Director, U.S. Sales & Service, Google, and Author, "Winning at the Zero Moment of Truth"

John Ross, CEO, Shopper Sciences