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............................................................................ THURSDAY July 19,2012<br />
11:00 KEYNOTE<br />
Emotion, Motivation, and Reputation:<br />
What Matters to the Mind of the Consumer<br />
David Eagleman, Renowned NEUROSCIENTIST and<br />
International Bestselling Author, INCOGNITO:<br />
THE SECRET LIVES OF THE BRAIN<br />
11:45 KEYNOTE<br />
Gamification: When Gamers Shop the Way they Play<br />
Dard Neuman, Ph.D., President of Insights, SMARTREVENUE<br />
Kristin Ferraraccio, Director, Category Management,<br />
ACTIVISION BLIZZARD<br />
•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 12:30 Lunch •••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
Each session is 40 minutes followed by 5 minutes to transition to the next session. Choose from 5 breakout sessions.<br />
4<br />
ROI & MEASUREMENT<br />
1:30 Trade Spending ROI: Maximizing the<br />
Organization’s Profitability<br />
Kelley Peters, VP Integrated Insights & Strategy,<br />
POST FOODS<br />
Mike Klein, Associate Director, Sales Analytics &<br />
Insights, POST FOODS<br />
A multi-stage approach was used to better understand<br />
the promotional and EDLP ROIs at each individual<br />
customer. Post was able to understand the specific<br />
volume associated with buying down the everyday price<br />
and the effects of all promotions in-store. The<br />
implications of this study are “game changing” and the<br />
audience will gain an understanding of the importance<br />
of measuring the efficiencies of trade spending and<br />
creating strategies to spend better will increase both<br />
sales and profitability.<br />
•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
2:15 The Shopper’s Journey<br />
David Laird, Research Director, B2B Insights, YAHOO!<br />
Technology allows marketers to create digital<br />
experiences that are relevant and personalized,<br />
ultimately benefiting the shoppers’ experience. The<br />
internet enables shoppers with access to more<br />
information than ever before, making shopping more<br />
social, more fun, and less impulsive. Our insights<br />
illustrate how marketers can strengthen relationships<br />
with their target audiences to maximize ROI.<br />
• The internet, both mobile and pc based, is a<br />
consistent and trusted part of the shopping<br />
experience<br />
• Relevant, personalized ads influence shopper<br />
decisions<br />
• Changes in the way deals and circulars are distributed<br />
have changed the way consumers shop and consider<br />
brands<br />
•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
3:00 Networking Break<br />
•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
3:30 Improving Conversion Using Member Insights<br />
Dhiraj C Rajaram, Founder, CEO & Chairman,<br />
MU SIGMA<br />
How do you get your best customers to activate? What<br />
are the key characteristics of these customers that<br />
enable you to maximize the return from your activation<br />
campaigns? An online retailer wanted to improve the<br />
conversion rate of members who signed up on their<br />
websites. This presentation is about identifying member<br />
segments and driving value through targeted activation<br />
campaigns using these segment level characteristics<br />
along with customer level insights.<br />
5<br />
DIGITAL/TECHNOLOGY<br />
AS A RESEARCH TOOL<br />
1:30 Leveraging New Shopper Metrics for Success<br />
at Retail<br />
Chris Shaw, Group Leader, Category Business Planning,<br />
H.J. HEINZ CO.<br />
Priya Baboo, EVP, Shopper Insights & Strategy,<br />
VIDEOMINING CORPORATION<br />
Tom Sullivan, President, VIDEOMINING<br />
This presentation will focus on new shopper metrics<br />
that provide valuable guidance for optimizing every<br />
retail touch point. These metrics provide a systematic<br />
framework to improve parameters, such as exposure,<br />
engagement and conversion, by optimizing market<br />
execution that resonates well with the changing needs<br />
of consumers. Breakthrough video analytics<br />
technologies provide the ability to continuously track<br />
and monitor these metrics in a scalable manner for<br />
achieving retail excellence.<br />
•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
2:15 Web 2.0 Something: The Future of Online<br />
Shopping<br />
Brant Cruz, Vice President, Retail and eCommerce<br />
Practice, CHADWICK MARTIN BAILEY<br />
Jeff McKenna, Senior Consultant,<br />
CHADWICK MARTIN BAILEY<br />
Learn how new technologies like customization,<br />
co-creation and social shopping will lead eCommerce<br />
companies to change the way they help their customers<br />
shop online.<br />
•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
3:00 Networking Break<br />
•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
3:30 Shopper Communities: Optimize Sales through<br />
Ongoing Consumer Conversations<br />
Christi Walters, Principal, Consumer Products,<br />
GONGOS RESEARCH<br />
Cheryl Halverson, Vice President, Retail & Services,<br />
GONGOS RESEARCH<br />
Online research communities provide manufacturers<br />
and retailers with an ongoing stream of information and<br />
insights. Hear how corporations learn from consumers<br />
in-and out of-the community environment; and envision<br />
how mobile-enabled communities can enhance<br />
insights, and channel partner relationships. Learn<br />
best practices for engaging members in activities:<br />
path-to-purchase longitudinal exploration,<br />
consumption trends, marketing program evaluations,<br />
co-creation and ideation.<br />
Tuesday Evening Activities:<br />
End of Day Keynote<br />
5:00<br />
Heroes of the<br />
Purchase Story<br />
Kate Hammer Ph.D., Chief<br />
Storyteller, KILN<br />
In the 21st century consumers<br />
are bored of hearing about you. Product detail?<br />
Brand image? It’s all old news. The real<br />
protagonist in every purchase is someone else –<br />
probably someone you’ve never met: your<br />
consumer. Their stories matter… to them. And<br />
you need to find ways to marry your decisions<br />
and actions to them and their stories. Kate’s<br />
presentation provides you with the tools<br />
to craft better commercial stories, tips on how<br />
to prioritize the consumer and examples<br />
showing stories in action across the<br />
product/brand lifecycle. Stop talking<br />
about “engagement” and<br />
start telling stories.<br />
••••••••••••••••••••••••••••••••••••••••••••<br />
5:45 Cocktail Reception<br />
Now it’s time to make things happen as you<br />
collaborate over drinks with the industry’s most<br />
innovative partners as they showcase the newest<br />
advancements and latest innovations. Meet with those<br />
who can help you bring these ideas to life with the right<br />
tools, techniques and expertise at the annual cocktail<br />
reception in our bustling exhibition pavilion. At the<br />
Shopper Insights in Action event, the only thing that<br />
rivals our content is our networking.<br />
••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
Join our network of 7000+<br />
Shopper Focused Leaders<br />
& Stay Connected<br />
All Year Long<br />
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4:15 Understanding the “Shopper Equity” of Your Brands<br />
Mark Berry, Executive Vice President, Retail & Shopper<br />
Insights, IPSOS MARKETING<br />
Market research traditionally measures the tangible<br />
"equity" each shopper assigns to your brand even<br />
before they enter the store. All forces being equal, we<br />
know that these shoppers will purchase according to<br />
their underlying distribution of brand preferences and<br />
associated brand equity. However, these forces are<br />
rarely in balance all the time, and some brands and<br />
companies are simply better at shopper marketing and<br />
in-store execution than others. Ipsos Marketing believes<br />
that the concept of brand equity should be divided into<br />
“consumer equity” and “shopper equity.” While<br />
traditional consumer equity for a brand represents how<br />
much consumers desire a brand, shopper equity<br />
measures how much shoppers are influenced to actually<br />
buy the brand in-store. In addition to providing a<br />
detailed understanding of this approach, Mark will also<br />
share a recent case study conducted in 2012.<br />
•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
4:15 Opportunities are Endless with an Online<br />
Community: Experience Burt’s Buzz with Burt’s Bees<br />
Joy Steinberg, Consumer Care Insights Manager,<br />
Global Insights, BURT’S BEES<br />
Ellie Hutton, Vice President, Community Panel<br />
Research, VISION CRITICAL<br />
Join Burt’s Bees and Vision Critical in this presentation<br />
about key learnings, techniques, and best practices in a<br />
behind the scenes look at the Burt’s Buzz community<br />
panel. This session will showcase methodology used to<br />
better understand the consumer’s view of health and<br />
wellness, impact of “natural”, and sustainability in the<br />
context of product development through to branding,<br />
positioning, packaging, and concept testing changes<br />
made based on deeper understanding of path to<br />
purchase.<br />
Shopper 360<br />
Shopper Insights in<br />
Action Group<br />
@Shopper360<br />
#Shopper360<br />
www.myshopper360.com<br />
Shopper Channel<br />
To Register CALL 888.670.8200 INTERNATIONAL 941.554.3500 EMAIL Register@iirusa.com 11