From customer loyalty to social advocacy: Leveraging loyalty data and shopper insights to optimize social media engagement and drive in-store sales

This paper from dunnhumby and BzzAgent highlights how shopper insights can improve the effectiveness of social marketing programs.

From customer loyalty to social advocacy: Leveraging loyalty data and shopper insights to optimize social media engagement and drive in-store sales

Matthew Keylock and Malcolm Faulds dunnhumby and BzzAgent

RESEARCH SUMMARY

Shopper marketing has become the fastest growing segment in marketing, but insights from these programs are often ignored when it comes to marketing in social media. Social media has a strong influence on consumer purchase decisions, but for many mar