O'Reilly logo

Shopper Marketing: Profiting from the Place Where Suppliers, Brand Manufacturers, and Retailers Connect by Daniel J. Flint, Nancy Swift, Chris Hoyt

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Chapter 8. Measurement

Measurement in the world of shopper marketing has been a hot button issue full of debate and consternation for years. The basic problem is an age-old one that extends even further back than shopper marketing though, i.e., how to measure the effectiveness of marketing expenditures.

Background

Marketers would always like to claim that their advertising expenditures, promotional campaigns and investments in sales calls result in immediate or nearly immediate sales lift and contribute toward long-term brand equity building. In short, everyone wants a valid return on his investments.

The problem is that multiple variables get in the way making this problem quite thorny. The first variable is time. The longer the time lag between ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required