The Commission to Standardize the Measurement of Shopper Marketing (SM2) was created to foster an objective, industry-wide understanding of the true value of shopper marketing across the entire path to purchase by establishing a standard approach to measurement that can be applied throughout the industry. The goal of this Playbook is to begin building that understanding by:
1) Defining the discipline and its role within the marketing spectrum;
2) Outlining its scope across stages, platforms and engagement touchpoints throughout the path to purchase; and
3) Presenting initial ideas on best practices in effective measurement that will be refined and affirmed through the work of the SM2 Commission.