Many CPG brands are seeing budget cuts year over year and need to prove to stakeholders that a dollar spent on shopper marketing is more effective than a dollar spent anywhere else. Performance-driven marketing and shopper measurement is crucial to determine the direct impact shopper marketing has on sales. Establishing key metrics upfront, tracking progress through campaign reporting, measuring unique financial and shopper impact, and optimizing/predicting future impact is key to success in 2018 and beyond. Attendees will:
· Understand how to measure the impact of shopper marketing dollars and get more out of every marketing dollar spent.
· Justify the value in placing bets on shopper within an organization.
· Learn to use campaign measurement results to assess areas for future improvements in performance.
View the entire agenda here.
Mirnes Karcic, Associate Director, Analytics, Geometry Global
Mirnes Karcic is the Associate Director, Analytics for Geometry Global, responsible for promotional effectiveness and strategy. Prior to Geometry, Karcic spent many years in health care analytics and strategy, dedicated to integrating data into decision making. His focus is on using big data to inform promotional and strategic tactics, including marketing mix, field-based personal promotion, and contracting, to make recommendations on optimal promotional spend.
Most recently, Karcic was Senior Manager, Market Analysis and Strategy at Genentech. He was responsible for leading teams in the development of holistic and robust go-to-market brand strategies by synthesizing primary and secondary research insights. Karcic has his BA in Biological Sciences and German from Rutgers University.