LEAD Marketing Conference

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Spring 2016 LEAD Marketing Conference AGENDA

WEDNESDAY, MAY 4

CONFERENCE CHAIR:

John Karolefski, Editor-in-Chief, CPGmatters and

Executive Director, Shopper Technology Institute

10:00 a.m. ET

Digital Outperformance: Analytics-Driven Strategies

For Retail's Fastest Growth Channel

Keith Anderson, VP, Strategy & Insight, Profitero

A special session to help attendees:

Understand the types of data available to CPGs for measuring the digital shelf

Define the KPIs and analytics needed to measure performance

Benchmark competitors and outperformers

Link insight to action with clear playbooks

Continuously adapt and improve at the pace of digital retail.

10:50 a.m. ET

Trade Planning "Bill of Rights”:

The Right Approach for TPM/O & Integrated Business Planning Implementations

Chris Rice, VP Sales & Marketing, North America, Exceedra

In today’s low growth, budget neutral environment, it’s more important than ever to have the processes and tools in place to improve the trade budget. If TPM is not optimal in your company, join the Exceedra LEAD Session: Trade Planning Bill of “Rights” to learn more about the right approaches for TPM and how this is enables the foundation for integrated business planning.

In this 45 minute session, you will learn about the right approaches for:

The Right Project Prep by analyzing process, data, hierarchies, and systems;

The Right Scope of services to ensure project success and adoption from the start;

The Right Roadmap to enable your company to continue to add capability and enhance your solution in the same platform while improving Integrated Business Planning & Revenue Management.

11:40 a.m. ET

How Strong Is Your Brand at the Shelf?

Tracking At-Shelf Brand Stability

Rajeev Sharma, Chief Analytics Officer, VideoMining

The way shoppers interact with a brand in-store provides strong clues on brand loyalty and the competitive landscape of a category. With new at-shelf behavior analytics technology it is now possible to detect if brand purchase decisions are made at-shelf or prior to reaching the shelf.

Using this new visibility into shopping behavior, we can define and compute indices such as “brand stability” and “at-shelf win rate”. We discuss how these exciting new metrics can be used by brand marketers to directly measure and optimize the impact of their marketing efforts.

12:30 p.m. ET

The End of Paper:

The Fast Changing Landscape of CPG Promotions

Tom Murray, EVP, Sales & Customer Development, SavingStar

Yesterday's paper-based coupons and promotions no longer make sense in a world dominated by mobile phones. Forward-thinking CPGs are actively investing in 100% digital promotions that not only can be fully accessed and redeemed on mobile, but leverage the power of big data to drive increased participation rates from non-buyers, incremental sales from existing shoppers, and more loyalty to their portfolio of brands.

Learn what's new in CPG promotions and why the end of paper may come sooner than you think.

1:20 p.m. ET

Competitive Data as a Competitive Differentiator

Tim Wilson, VP, Consumer Insights, 1010data

For many CPGs, online sales offer the best opportunity for your brands to find new margin pools. 1010data will provide real-world examples of online market share and path to purchase insights, and how brands can grow their business as a result.

2:10 p.m. ET

The Art of Possible: Salesforce + TPM

Rick Pensa, CEO, CPGToolbox

Cloud computing technology has opened new doors and possibilities to the CG industry: In particular, the ability to leverage Salesforce (yes, the cloud-based platform best known for CRM) to execute a seamless trade promotion and deduction management process. How is that even possible?

This session will explore the eye opening advantages of TPM + Salesforce, how it works, and why the innovative partnership is better equipped to deliver results than you think. You’ll hear one manufacturer’s TPM + Salesforce success story, the key organizational benefits uncovered, and why they are never turning back.

3:00 p.m. ET

Using Analytically-Driven Pricing to Earn Customer Loyalty

Graeme McVie, Vice President, Business Development, Precima

Leading retailers are frequently pushing their focus on delivering low prices, but how important are low prices to shoppers? And is it possible to earn customer loyalty through low prices?

By applying advanced analytics to the challenge, it’s possible to understand where prices matter and how retailers can make intelligent pricing decisions to earn customer loyalty. In this session, Precima will share findings from market research and real-world client case studies to address: