Measuring Marketing in the Moment

Consumer preferences and behavior are changing rapidly in today’s fast-moving consumer goods and retail markets. Shoppers are changing how they shop, their criteria for purchase and definitions of value. They want choices and experiences that address individual needs. Many marketers are beginning to ask themselves whether their legacy brands are an advantage or liability as they fight for the hearts, minds and wallets of shoppers.

FMCG manufacturers and retailers are facing major challenges in closing the gap between marketing action and the customer’s need for personalized and timely engagement. Marketers need access to the right buyer data, better analytics and real-time systems to respond quickly to consumer behavior and intent. They need to increase their capacity to optimize campaigns in-flight in response to attributed shopper behavior.

The CMO Council, in partnership with Catalina, a leader in shopper intelligence and personalized digital media, has undertaken a major study to benchmark where consumer marketers are in their efforts to turn marketing insight into timely action in order to understand and meet consumers in their moment of decision and need. Our upcoming report includes findings from a survey of more than 150 B2C marketing leaders and in-depth conversations with consumer data analytics and digital insights and marketing executives. It also provides key recommendations on how marketers can better measure and implement marketing in the moment to drive higher returns on campaigns and build consumer loyalty and purchase.