Collaboration is at the heart of shopper marketing. Shopper marketers are the connective tissue between brand and sales, between manufacturer and retail strategies, between the headquarters and the field teams, and between multiple brands in their...

It's 4 pm on a Friday afternoon, and your boss just surprised you with a request to prepare for a Monday afternoon review with a VP of Brand X. Do you have the Brand X shopper marketing plans handy —

Are you obsessing about marketing ROI and advanced analytics methods? Do you aspire to optimize your marketing spend? Join the club – or, perhaps, hold on to those club dues for a minute.

Shopper marketers love Excel because of its versatility and flexibility. Excel has been around for years and has served us well. However, in the times of increasing complexity and market volatility, it is becoming a crutch we continue to rely on,...