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The Power of Big Data

Transactional, collected and survey data can be integrated, analyzed and leveraged against shopper marketing objectives, said Mark Hertenstein, vice president of CPG enterprise at marketing services firm Epsilon, Irving, Texas.

Mark Hertenstein
Mark Hertenstein

Hertenstein will speak about the subject at 2 p.m. Thursday in a Shopper Marketing Expo session entitled “How Data Will Take Shopper Marketing to the Next Level.”

A combination of data insights, engaging relevant communications and an omnichannel communications approach will take shopper marketing to the next level, Hertenstein told SN.

“Data provides the insights telling us what's important to the shopper and what motivates their shopping behaviors,” he said.

It also provides deeper understanding of lifestyle and life-stage triggers that can be used to increase relevancy in messaging to drive engagement and response, he added.

The multiple channel options available today give shopper marketers the ability to create and deliver shopper marketing programs based on individual shopper insights. 

Read more: Collection of Best Practices Published

“These programs can be implemented as personalized extensions of existing programs or as standalone programs to support specific shopper marketing objectives,” said Hertenstein.

In his Thursday presentation, Hertenstein will share examples of how multiple sources of data builds upon one another to create a 360-degree view of the shopper, and how this information is utilized to create and optimized to create a multi-channel shopper marketing program.

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