Measure & Learn [RetailWorld article 5]
Getting maximum ROI from shoppers
In the previous articles in this series we've gone through the process of defining the picture of success, how to start a shopper marketing project, understanding why current shopper execution is working and how to measure progress. In this fifth article we'll discuss Measure & Learn for shopper execution. Specifically:
⦁ Exploring why we tend not to stop & measure
⦁ What we should measure & learn
⦁ When we should measure & learn
Proper Planning [RetailWorld article 4]
Getting maximum ROI from shoppers
In the previous articles in this series we've gone through the process of defining the picture of success, how to start a shopper marketing project, understanding why current shopper execution is working and how to measure progress. In this fourth article we'll discuss Proper Planning for shopper execution. Rather than cover generic project planning steps we'll go into:
Project management is a role in itself.
Planning to measure.
Maintaining stakeholder engagement to keep project momentum.
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