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Tuesday, May 12, 2009

Announcing: The Shopper Marketing Lab

A radical and valuable idea, from Dave Katz, more details as they emerge:

'CLIENTONE INTRODUCES SHOPPER MARKETING 2.0 THE SHOPPER MARKETING LAB
SHOPPER DATA SETS WITH MARKETING SCIENCE METHODS FIRST IN CPG/RETAIL CATALYST FOR CHANGE IN SHOPPER ENGAGEMENT GO-TO-MARKET STRATEGIES

ATLANTA, GA – May 7, 2009 – Dave Katz, Client Partner/President of ClientOne today unveiled Shopper Marketing 2.0 the Shopper Marketing Lab (SML) at the 2nd PMA Shopper Marketing Summit. SML is a comprehensive analysis framework that’s sure to be a catalyst for change in CPG/Retail go-to-market strategy.

Armed with a belief how shoppers behave informs what business should do with their marketing dollars SML phase I measures incremental contribution of layered marketing influences on the shopper path to purchase. With two key differences, the analysis anchors in a revolutionary 360° understanding of Shopper households.

Not a panel, or survey sample set, 100% of households in a particular market will be marked with new shopper household indicators shedding light on four key shopper characteristics: brand consumption, category consumption, media preference/usage and household composition metrics ... '

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