Tag Archives: Conagra Foods

Get The Shopper Insights in Action 2014 Brochure

The 14th Annual Shopper Insights in Action Conference is here: SHOPPER STRATEGY & ACTIVATION: Synthesizing Across Platforms, Channels and Partners. The full 2014 agenda is now available – download it here.

 This year’s Shopper Insights in Action is resetting expectations and synergizing ecosystems:

‘ No matter how much we’ve evolved we’re 100% focused on the “IN ACTION”
‘ The program reflects the evolving strategic role of insights to activation and the roles of all key stakeholders
‘ The heart and soul SIA: Insights content has not been sacrificed
‘ We invest in our speakers to give you fresh perspectives
‘ Collective Action: Collaborate across disciplines to develop strategic activations — no more silos
And on that note, Shopper Insights in Action emerges into a holistic Shopper Strategy Summit with a curated narrative of experience, expertise and new ideas.

 Keynotes Include:
Shopper Insights in Action 2014 Keynotes

See all the 2014 Keynotes here 

 NEW CONTENT AREAS THAT MATTER THE MOST:

Commerce Everywhere I Data Slaves Revolution I Shift from Transactional to Interactional I Passion Economy I Phygical: Seamless Blending of Physical and Digital Worlds I Big Data & Super Analytics I Intersection of Big Data & Leadership I Monetizing Millennials I Innovation at the Shelf I From Insights to Actions I The Future of Retail: Defining its Pure Purpose I Selling Like Amazon I Storytelling & Actionable Research Delivery I The Evolution of the Shopper Researcher I Collective Action I From Conceptualization to Design to Implementation I Implement Behavior Design into Shopper Marketing I All Categories are not Created Equal I In-the-Moment Research and much more! See the full brochure here

PLUS, Stories Shared By:

AT&T I Nestl?? I RadioShack I Green Mountain Coffee Roasters I Ahold USA I Kraft Foods I The Coca-Cola Company I Lowe’s I ULTA Beauty I The Campbell Soup Company I Petco I ConAgra Foods I The Dannon Company I MillerCoors I Henkel I Raley’s Family of Fine Stores I Safeway I Fairway I Meijer I Walt Disney Parks and Resorts I Kimberly-Clark I GSK Consumer Healthcare I Mars Pet Care I Samsung I The Clorox Company I Dean Foods Company I 7-Eleven I Pernod Ricard I Unilever I PepsiCo and many more! See the full 2014 speaker faculty here

This is BIG. 

Join us at Shopper Insights in Action 2014, July 14-16, 2014, at the Navy Pier, W Chicago.

A Look Back at TMRE 2009: Measuring and Improving the Long-term Impact from Marketing

The Market Research Event 2010 is taking place this November 8-10, 2010 in San Diego, California. Every Friday leading up to the event, we’ll be recapping one session from The Market Research Event 2009.

Measuring and Improving the Long-term Impact from Marketing

Measuring and Improving the Long-term Impact from Marketingfor Fast Moving Consumer Goods
Rick Abens, Conagra Foods

Customer lifetime value (CLV) is the value to the companies see on the P&L of measuring marketing efforts over time. Conagra Foods was trying to link marketing to P&L. CLV is a forward looking metric, it’s value is measured starting now until the end of the customers lifetime.

What’s the value have for teh entire supply chain for ConAgra foods? Their goals is to measure and improve marketing and drive long-term customer value and loyalty.

The mew Marketing Accountability Standards Board invited many individuals to join in the conversation including finance, marketing, researchers and academics. It was founded to help increase that status of marketing in the boardroom.

Key issues for packaged goods companies
-How do we drive long-term growth with marketing?
-How do we develop customer acquisition and retention marketing strategies that are impactful?
-How do we match the right offers of the most responsive customers?

Standard marketing mix modeling output: total volume and subdivide it into the volumes that are driven into trade, promotion, advertising and baseline.

If you look at the baseline as a function of long-term marketing, you can begin understanding it.

Sources of growth: acquire new customers, retain more customers or increase purchasing size. Many customers are flat lining, new customers equal lost customers and retained customers, includes Healthy Choice, and Maxwell.

Summary:
-Marketing is not about getting the next incremental sale, it’s more about getting new customers and making them loyal to your brand.
-Understand whether or not your strategies are working.
-Back to targeting, more aggressive media happening every day in the household. Cut some advertising and target the right people. Television is very important.

TMRE 2009: Measuring and Improving the Long-term Impact from Marketing

Measuring and Improving the Long-term Impact from Marketingfor Fast Moving Consumer Goods
Rick Abens, Conagra Foods

Customer lifetime value (CLV) is the value to the companies see on the P&L of measuring marketing efforts over time. Conagra Foods was trying to link marketing to P&L. CLV is a forward looking metric, it’s value is measured starting now until the end of the customers lifetime.

What’s the value have for teh entire supply chain for ConAgra foods? Their goals is to measure and improve marketing and drive long-term customer value and loyalty.

The mew Marketing Accountability Standards Board invited many individuals to join in the conversation including finance, marketing, researchers and academics. It was founded to help increase that status of marketing in the boardroom.

Key issues for packaged goods companies
-How do we drive long-term growth with marketing?
-How do we develop customer acquisition and retention marketing strategies that are impactful?
-How do we match the right offers of the most responsive customers?

Standard marketing mix modeling output: total volume and subdivide it into the volumes that are driven into trade, promotion, advertising and baseline.

If you look at the baseline as a function of long-term marketing, you can begin understanding it.

Sources of growth: acquire new customers, retain more customers or increase purchasing size. Many customers are flat lining, new customers equal lost customers and retained customers, includes Healthy Choice, and Maxwell.

Summary:
-Marketing is not about getting the next incremental sale, it’s more about getting new customers and making them loyal to your brand.
-Understand whether or not your strategies are working.
-Back to targeting, more aggressive media happening every day in the household. Cut some advertising and target the right people. Television is very important.