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Shopper Management: An Analytical Framework for Consumer-Centric Marketing
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Shopper Management: An Analytical Framework for Consumer-Centric Marketing

The shopper environment has changed dramatically over the last few years for all participants—retailers, manufacturers and consumers. Even as technology, channel, product, payment, promotion and media choices proliferate, success in the marketplace returns to a fundamental precept: understanding the shopper and their shopping behavior as the pathway to success.

This white paper outlines Nielsen’s approach to the emerging discipline of Shopper Management, an approach that integrates loyalty, transaction and consumer panel information and other contextual data, translates these data sets into segmentation layers that reflect consumer behavior, attitudes, product affinity, spending and promotional response patterns, then delivers actionable insights to guide in-store strategies.

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Shopper Management: An Analytical Framework for Consumer-Centric Marketing

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