In today’s world, both retailers and manufacturers must gain a deep understanding of shopper needs and behaviors to better inform their marketing activity. Category reviews focused on a single channel are no longer sufficient to meet changing Consumer and Shopper needs, and this requires organizations to move beyond traditional data sources into some new and exciting territory. In this course learners will see examples of new data, measures and insights that are available for a deeper Shopper understanding and how they affect the category review process.
