Powering Shopper Marketing with Data (501) (Half Day)

Building Effective Data Analysis Practices for Shopper Marketing
Effective Shopper Marketing Mastery Program 501
(Half Day Workshop)

Pre-requisite: ANA Effective Shopper Marketing Workshop 401 (or equivalent knowledge)

Workshop Description
As an insight-driven marketing communication discipline, shopper marketing reaches its fullest potential when the market, consumer, and shopper data inputs that it is based upon are valid and pertinent. Without such pertinent and reliable data, a shopper marketing campaign will be either too generic or incomplete – in short, it will not be effective in driving ROI. not be effective.

To avoid this pitfall, it is crucial to have both valuable and pertinent data sources as well as the proper analysis methods to extract meaningful, powerful, and relevant conclusions.

In this workshop, you will build upon your earlier exposure to the 9-step Shopper Marketing Planning Process to deepen your understanding of what market, consumer, and shopper data you should be using for developing your Shopper Marketing analysis. How to obtain & access such data, and what analysis you should apply to extract the most meaningful insights will also be reviewed.

You will learn:

• How to define and set the market, consumer, and shopper data types needed to make effective decisions for insight-driven campaign planning
• How to select, access, and leverage the appropriate secondary data and build first party/primary data gathering methods to optimize your shopper marketing analysis
• How to properly analyze data for meaningful conclusions that become the foundations for Shopper Marketing campaign set up – including appropriate shopper target formulation, pertinent retail-manufacturer engagement, optimum consumer and trade promotion techniques and impactful activation plans.

This engaging, interactive, practice-driven workshop will be facilitated by Shopper Marketing professionals and educators. In addition, as co-authors on a book on this subject, they have surveyed the Shopper Marketing industry to develop a clear step by step planning process to align Shopper Marketing with Marketing and develop effective Shopper Marketing campaigns.

This is the fifth installment in the ANA’s six-part series “Effective Shopper Marketing Mastery Program”, where participants learn skills and knowledge necessary to excel in the competitive retail landscape. In this installment, participants learn how to leverage data to create strategic and impactful marketing campaigns that resonate with shoppers, and then advance to exploring omnichannel campaign strategy in Level 601.

Who is this workshop for?
Any marketing coordinators, managers, and directors (in charge of Shopper Marketing) looking to better understand Shopper Marketing data best practices. It is especially useful for those concerned with data access issues / data quality issues / or how to best leverage data for shopper marketing effectiveness.

Senior-level marketing executives overseeing Shopper Marketing who need to justify ROI of investiture into accessing data or building data analysis capabilities on their team(s).

Workshop Benefits
The benefits of attending this workshop fall under the following key drivers of growth: improving marketing effectiveness, increasing marketing efficiencies, and maximizing marketing ROI.

This workshop helps attendees improve marketing effectiveness by teaching them:

• Ensuring campaigns are driven by data-informed shopper targets, insights, and activation plans.

This workshop helps attendees increase marketing efficiency by teaching them:

• Understanding how to leverage data to extract more meaningful insights for any Shopper Marketing campaigns

This workshop helps attendees improve marketing ROI by teaching them:

• Ensuring that your campaigns achieve the desired business results through the insightful application of relevant data and analysis techniques at every stage

 Download the full agenda here