--- title: Can Shopper Marketing Analytics Answer the ROI Question? description: "One question on every CPG agenda: “What’s the ROI of our shopper marketings spend?” When it comes to shopper marketing, the answer is not so simple." image: https://blog.shopperations.com/hubfs/Blog%20Header%20Template.png --- [![Enlightened Shopper Marketing!](https://blog.shopperations.com/hubfs/2023-Shopperations-Theme/img/5435534.png "Enlightened Shopper Marketing!")](https://shopperations.com) - [Platform](https://shopperations.com/platform/) - [Services](https://shopperations.com/services/) - [Clients](https://shopperations.com/#clients) - [Who We Help](https://shopperations.com/#whowehelp) - [About Us](https://shopperations.com/about/) - [Blog](https://blog.shopperations.com/) - [Contact](https://shopperations.com/contact/) - [Client Login](https://shopperationsapp.com/auth/login) ### BLOG FOR PRACTICAL SHOPPER MARKETERS # Can Shopper Marketing Analytics Answer the ROI Question? By [OlgaYurovski](https://blog.shopperations.com/author/olgayurovski) Posted [December 10, 2020](http://shopperations.info/2016/09/) In [Shopper Marketing Best Practices](https://blog.shopperations.com/topic/shopper-marketing-best-practices), In [Shopper Marketing Tools & Tech](https://blog.shopperations.com/topic/shopper-marketing-tools-tech), In [Shopper Insights and Analytics](https://blog.shopperations.com/topic/shopper-insights-and-analytics) [0](https://blog.shopperations.com/can-shopper-marketing-analytics-answer-the-roi-question#comments-listing) - [Tweet](https://twitter.com/share) ![Blog Header Template](https://blog.shopperations.com/hs-fs/hubfs/Blog%20Header%20Template.png?width=459&name=Blog%20Header%20Template.png) Like most shopper marketers, you are working hard to create the best plans with the budget that you have that satisfy your brand team expectations and drive sales at your retailers making your sales team happy. Don’t forget about how you are also managing your agency partner while at the same time reconciling your executed spend and replanning events that have been cancelled or added to your programs. One question grinds everything to a halt: “[What’s the ROI on our shopper marketing spend?](https://blog.shopperations.com/how-to-calculate-shopper-marketing-roi)” Of course you want to know the return on your shopper marketing investment. Of course you want to optimize how and where these dollars are spent. Of course you look to your sales team using fancy TPM (Trade Promotion Management) and TPO (Trade Promotion Optimization) solutions with advanced analytics and AI capabilities and say, “But what about me?” It’s just not that simple. “At no other time in my career have I seen so much information available to data mine. Yet the challenge remains to connect the data nuggets that have the greatest relevance to each of our retailer partners and our business,” says Susan Lambert, Director, Shopper Marketing & Customer Insights, Massimo Zanetti Beverage USA in an [interview with Path-to-Purchase IQ.](https://pathtopurchaseiq.com/profile-susan-lambert-director-shopper-marketing-customer-insights-massimo-zanetti-beverage-usa-0)   ### ANALYTICAL ANGST Much of the apprehension that exists around analytics ties directly to the challenge of connecting data to RELEVANT insight as Lambert states. Why is this a problem for many CPGs? ### HOW TO EMBRACE ANALYTICS Chances are that apprehension surrounding integrating analytics into shopper marketing is not because you do not want to understand the effectiveness of promotional programs. Instead, shopper marketers express concern about a **lack of understanding of shopper marketing’s role in the organization.** “Analytics is a big pain point for us, but people are focused on marketing mix and holistic measurement. There is more to what we do that marketing mix,” says one Marketing Director leading shopper marketing at a large multi-brand manufacturer. Before any CPG can be successful including standardized analytics and data-driven marketing planning into their shopper marketing teams they first must: 1. Define the questions that the organization wants analytics to help answer. 2. Centralize and standardize the planning, budgeting, management and organization of shopper marketing within the organization. 3. Adopt process and tools that enable the consistent analysis and reporting of shopper marketing programs at a variety of hierarchies within the organization - program level, brand level, retailer level, etc. 4. Make the reports transparent and easily accessible to all relevant stakeholders. ### DON’T WAIT FOR CHANGE The inclusion of analytics in shopper marketing is inevitable and something that should be encouraged by shopper marketers. However, shopper marketing analytics is not the same as analytics in other areas of the business. If shopper marketers are not part of or leading the charge when the analytics discussion starts, they will be forced to meld their practices to fit other business area definitions of success. This not only will create greater obstacles for shopper marketers who will be measured by benchmarks not consistent with their work, but also not position the business to optimize the budgeting and performance of shopper marketing programs. A shopper marketing solution, like [Shopperations](https://shopperations.com/lp-marketing-analytics/), positions shopper marketers to create the best-practice driven foundation for shopper marketing excellence so expanding into analytics is both possible and successful. *Interested in learning more about shopper marketing analytics? Check out our [Marketing Analytics Benchmark Study](https://info.shopperations.com/cpg-marketing-analytics-report) and [schedule some time to talk](https://info.shopperations.com/case-study-riviana-foods-request-a-demo-of-shopperations-0) about the expectations and goals your organization has for adopting analytics.*   [![New call-to-action](https://no-cache.hubspot.com/cta/default/1590127/c7359767-9b9f-4c6d-9870-ac79d5c03b98.png)](https://cta-redirect.hubspot.com/cta/redirect/1590127/c7359767-9b9f-4c6d-9870-ac79d5c03b98) ### Other Posts You May Like: #### [SHOPPER MARKETING ANALYTICS: GARBAGE IN GARBAGE OUT](https://blog.shopperations.com/shopper-marketing-analytics-garbage-in-garbage-out) #### [CART BEFORE HORSE: YOU ARE NOT READY FOR MARKETING ANALYTICS](https://blog.shopperations.com/cart-before-horse-you-are-not-ready-for-shopper-marketing-analytics) #### [CPG MARKETING ANALYTICS BENCHMARK STUDY HIGHLIGHTS](https://blog.shopperations.com/cpg-marketing-analytics-bechmarking-study)   ![OlgaYurovski](https://blog.shopperations.com/hubfs/1a44c7f28cfee6a9c9c285928d0db3ba.jpeg) ### [OlgaYurovski](https://blog.shopperations.com/author/olgayurovski) After more than 15 years in the Consumer Packaged Goods industry, I founded Shopperations to solve a problem I saw everywhere, marketing teams running complex retail programs with tools that were never designed for the job. 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