General Session Agenda / Speakers

Concurrent Session Detail

Hands-on Consumer Panel Services

Test Drive Nielsen Answers

Concurrent Session Grid Tuesday

Concurrent Session Grid Wednesday

Concurrent Session Grid Thursday

Concurrent Session Detail
Our educational program offers concurrent sessions that address business issues facing the consumer packaged good industry.  In addition, there are several hands-on and test drive PC learning sessions.  Attendees are encouraged to mix and match sessions to make the program best fit their specific needs.  See the Concurrent Session Grid for scheduling information.

To ensure adequate seating, pre-registration is required for all Consumer 360 Concurrent Sessions.  Seating is confirmed on a first-come, first served basis.

  1X  This symbol denotes sessions that are only featured once.  Early   registration is recommended.

 Assortment Localization: Pinpoint and Meet Your Consumer Needs TH21
 presented by: Nielsen
As a retailer, identifying the proper assortment is the most important strategy to develop. Consumers consider a store’s assortment first and will leave a store if what they want is not present—regardless of the price or promotion tactics. AAC and Spectra have teamed up to pinpoint the varied consumer assortment needs and provide local assortment recommendations. Instead of one assortment strategy per banner, you can now identify different assortment strategies to target the consumers surrounding your stores. By effectively targeting your consumers’ assortment needs, you will be able to meet the needs of your consumer base and ensure they find the assortment.

 Bigger Baskets & Driving Trips with Shopper Missions T08
 presented by: Kraft Canada and Nielsen Canada
As consumers become more time strapped, manufacturers and retailers need to better understand shopping behavior. Shopper Missions, a consumer shopping trip segmentation tool, can help you gain insight into how consumers shop in order to maximize the shopping basket and occasions. This Nielsen presentation partnered with Kraft Canada will help showcase how a manufacturer and retailer can work together in driving their business collaboratively.

Brand Forecasting Laboratory T29, W29
presented by: Church & Dwight and Nielsen
Brand Managers must make accurate projections of factory shipments to successfully operate their businesses. Nielsen now presents the most comprehensive set of tools and expertise designed specifically for this crucial business function: The Brand Forecasting Laboratory.

 Brand Target Audiences for CPG T01
 presented by: Nielsen
The NielsenConnections Brand Target Audience for CPG provides a critical new measure for evaluating the targeting effectiveness of brand specific media campaigns. Brand managers and consumer insights teams can now understand how a media plan delivered against Homescan defined brand specific buyer groups will perform versus simple age sex demographics like Women 25-54. Brand Target Audiences for CPG will establish a new currency in the planning and buying marketplace that places the value of media campaign delivery against how well it delivered against the brand's strategic consumer targets. Brand specific media ratings are generated against Television, Internet and Print to understand how best to optimize media mix—and to inform more tactical decision making against all measured media vehicles.

Consumer Relationship Marketing T15, TH15
Presented by: Experian, Kraft and Nielsen
CPG marketers are redefining marketing efficiency with targeted digital media. By developing databases that allow marketers to establish relationships with their best consumers, efficient delivery of the right message to the right consumers is created. The integration of consumption behavior, attitudinal segmentations, and lifestyle attributes transform a responder file into an insightful targeting tool. The household level knowledge drives targeted messaging leveraging new digital delivery options. Join us as we present best practices for the execution of brand strategies that drive increased return on investment.

 Defensive Branding 101: Troubleshooting your brand in the age
 of consumer control W23
presented by: Yum Brands and Nielsen
This session will help clients answer questions like: what are the new building blocks of brand equity and credibility when consumer dominate the messaging? What are the relevant metrics and measurements to help brands assign a value and cost to credibility or equity erosion? How is loyalty and purchase behavior impacted by brand centric rumors, negative reviews, or consumer-generated multi-media such as video? What role does the brand website, brands search, consumer affairs, or even tools like corporate blogs play in the "Defensive Branding" process?

Driving Synergy with Your Shoppers’ Decision Path T02, W02
presented by: Unilever and Nielsen Customized Research
Most research gives an extreme close-up of the point of sale ‘moment-of-truth’. However, moments of truth begin far earlier than that – in shoppers’ homes and hearts and heads, on the streets they drive through, the stores they find parking at, the amount of time they have and where they have to get to next.

The decision path from store entry to aisle to shelf is really just one-third of the story. To actually get through to today’s tuned-out, information-saturated shopper, you need to get the other two parts in place.

This session reveals the shopper in 3 dimensions. It is based on a recognition that moving the brand off the shelf requires an integrated understanding of shopper predispositions, channel choice and in-store dynamics.   These are combined to deliver holistic and actionable insight that helps manufacturers not just sharpen their retailing strategy and unlock unrealized brand opportunities, but also create mutually rewarding partnerships with retailers. A case study conducted by Unilever and Nielsen will demonstrate how you can leverage unseen sales potential and target the most worthwhile shopper segments. 

Emerging Healthcare Trends and Their Impacts on the Industry T19, TH19
presented by: NielsenHealth
Three emerging trends facing the healthcare industry today are the surge of in-store health clinics, the switch of popular prescription drugs to over-the-counter availability, and the increase in direct-to-consumer promotional spending. With consumers empowered with greater healthcare decision making than ever before, it is imperative for all retailers and manufacturers to understand the marketing opportunities as these consumer healthcare trends emerge. Please join us for a provocative session that focuses on giving you the information you need to succeed in this ever-changing industry. This session will include first hand experiences from leading healthcare retailers and manufacturers. 

 The Evolution of the Convenience Channel W26
 presented by: Circle K and Nielsen
The Convenience store industry has reinvented itself in response to changing economic conditions and consumer trends. As today's consumers need for convenient solutions continues to be met by competing formats, their desire for fast and healthy options increases and Convenience stores continue to experience increased operating costs and slowing profitable sales. Manufacturers and retailers have a greater need than ever to better understand how to capitalize on their current consumers, execute tactics to bring new consumers into their stores and ensure both new and old consumers come back again. Attend this session to learn more about the alternative formats competing for your consumers, how to track current in-store consumer traffic and maximize your assets to ensure that your consumers become a loyal, repeat shopper.

Health, Wellness and Sustainability: What Consumers REALLY think and How it Manifests in Their Shopping and Buying Behaviors T03, W03
presented by: Coca-Cola, Natural Marketing Institute and Nielsen
Health & Wellness and Sustainability are issues that are driving considerable focus among both retailers and manufacturers. Learn how Nielsen and the Natural Marketing Institute (NMI) linked the NMI Lifestyle of Health and Sustainability (LOHAS) consumer segmentation and research to Nielsen's Consumer Panel content to understand what consumers are thinking about these issues and how it is driving (or not driving) their behavior in terms of how they shop and what they buy. Manufacturers and retailers can use these insights to identify opportunities to drive success across the spectrum of LOHAS consumer segments right down to the individual stores.

How to Effectively Reach Hispanic Consumers T10, W10
presented by: Univision and Nielsen
With nearly $1 trillion in spending power, the Hispanic consumer is quickly becoming one of the most attractive consumer segments in the FMCG industry. That makes how to reach these consumers the trillion dollar question. Discover several best practices developed to assess the importance of the Hispanic consumer within categories, brands and channels. Then, Univision will translate these key Hispanic marketing trends into specific business plans and share how the company evaluates the impact of these activities on its business.

Identifying and Optimizing Growth Opportunities T11, W11
presented by: Nielsen
What are your key questions that keep you up at night? Where will my growth come from? What are the sources? How current and future trends impact my growth? What should be my optimum business portfolio to take advantage of key growth areas? How should I prepare my business model to maximize on all growth opportunities? You should rest well now as Nielsen Business Consulting Services leveraging all other Nielsen assets have developed and successfully implemented a set of offerings and solutions that will help you address these questions. We are leveraging a combination of solid business analysis with predictive and forecasting analytical techniques to help identify growth opportunities in your category, understand how you performed vis-à-vis these growth drivers, predict how much these drivers will grow in the future (5-10 year horizon) and optimize the growth opportunity for you. We will tell you where will you growth come from, what is the size of opportunity, are you well positioned to take advantage of that growth and how should you change your business model to maximize on this growth. We will demonstrate this new expertise on concrete examples of the projects delivered to our clients.

 Limited Space / Maximum Impact: How to Set the Best
 Assortment Strategy to Benefit Retailers W25
presented by: Miller Brewing Company and Nielsen
Assortment is a key in store tactic that retailers use to satisfy consumer demand. Consumers consider a store’s assortment first and will leave a store if what they want is not present—regardless of the price or promotion tactics. Assortment is a key determinant to a brand’s base business. A strong assortment leads to full value off- shelf sales and profitability—yet Assortment choices are often made using simple rank and stack processes that are outdated and flawed. Retailer’s limited shelf space requires a precise assortment variety to ensure consumers’ needs are met and that their shelves are as productive as possible. This session will introduce Retailers and Manufacturers to a new strategy using state of the art analytics and processes that consider the incremental—non-cannibalistic value of each sku. This process leads to high dollar productivity assortments that protect consumer choice.

 The Obesity Pandemic W12
 presented by: Nielsen
More than ever, Americans are looking for healthier food choices, and our industry is listening.  Leading CPG manufacturers and retailers are tracking health and wellness claims on product packages to measure trends for key characteristics like “organic”, “low fat”, “low carb”, “sugar free”, etc.  Consumer attitudes on healthy eating are measured using surveys and internet buzz to anticipate which health and wellness attributes are growing and declining.  With all this information, however, Americans are still getting fatter and less healthy. Consumers are still looking for the “holy grail”, the perfect food that offers health, taste, and convenience. As an industry, how close are we to achieving this goal?

Predicting Impact of Recession on Client Business and Developing Optimum Response T09, W09
presented by: Nielsen
The subject of recession is perhaps the most important topic not only among our clients but in American society at large. Are we in recession? How is it impacting consumers? How does it alter consumer purchase behaviors? What categories, channels, consumers are recession prone? What will be the impact of recession on your business and what should you do about it to either take advantage of this opportunity or mitigate the risk? Nielsen BCS has developed new solutions that incorporate detailed analysis of macro economic drivers/trends on consumer behavior, category dynamics, single out (among other factors such more long-term trends and promotional factors) the effect of recession on the category and client’s businesses and size up the threat or the opportunity. We are also working with the clients to help them develop short term recession response strategy but linking it to more broader and long-term growth opportunities thus not reacting to recessionary changes but adopting optimally while keeping an eye on the future.

Private Label: 2008 and Beyond T16, W16
presented by: Cott Beverages and Crossmark
Private Label programs are getting a lot of attention in our industry as retailers look to enhance their profits and build banner equity and loyalty. Private label guarantees, tiered programs, and premium private label are gaining a lot of traction. Successful branded manufacturers recognize how their products need to co-exist with private label offerings and are collaborating with retailers to either be a product source or to help drive the right assortment and merchandising decisions at store-level. Join industry experts as they update you on the latest and future trends in private label.

 Putting Your Best Ideas Forward in New Concept Development W22
 presented by: Eureka! Ranch and Nielsen
Many marketers employ a series of steps and specific metrics to develop new ideas and progress them through the development process. But do you always get the best return out of these efforts and do you realize the full potential of your ideas? In this session, Eureka! Ranch will share important insights and learnings that can help you develop more successful concepts, based off years of consulting and analysis of thousands of new product ideas.

Shopper Insights T04, TH04
presented by: Food Lion, Dr. Pepper Snapple Group and Nielsen
The retail market has seen category management evolve from a product centric step-by-step process to a more comprehensive customer/shopper centric framework.  This framework demands integrated consumer and shopper insights to drive collaboration between retailers and manufacturers which enable activation of marketing activities to optimize sales across retailer shopper segments.  The Nielsen Shopper Management team will co present with Food Lion and Dr. Pepper Snapple Group to articulate their shopper management frameworks and will demonstrate Nielsen Loyalty solutions that will deliver on the promise of customer centricity and vendor collaboration informed by shopper insights.

Taking Price in an Inflationary Environment T05, W05
presented by: Nielsen Analytic Consulting
Given increases in commodity prices, many manufacturers are finding it necessary to increase prices. This session will explore the current inflationary environment for manufacturers and the issues involved in predicting the impact of price increases in such an environment. Particular focus will be given to adapting traditional approaches and developing new approaches to address a fundamentally different pricing landscape. New approaches to estimating category elasticity, channel switching, market-level effects and longer-term impacts of pricing will be discussed.

Total Coverage: Leveraging Disparate Information into Corporate Visibility T17, W17
Presented by: Wrigley and Nielsen
POS data is valuable, but complicated to manage. Key account by key account, Wrigley effectively analyzed POS data and then, recognizing that the integrated data held new and untapped value, Wrigley embarked on a journey to gain unparalleled visibility into the complete market. Learn how Wrigley conquered the challenges of going from disparate data to integrated data to achieve full coverage. Hear about their roadmap to a visibility solution. See a demonstration of the solution at each stage.

Unleashing the Power of Models with In-Store Observations T18, TH18
presented by: Nielsen
This session will cover multiple case studies and learnings around how bringing in-store observations (linear feet, facings, adjacencies, shelf location, etc.) into various assortment, marketing mix, demographic, and product launch models makes the insights even more actionable and powerful.

 What's Hot Around the Globe? A Look at Consumers, Markets
 and Global Retailing W20
presented by: Nielsen
Our world continues to change rapidly… developing markets are expanding with consumers growing their spending power. Today’s new markets may become tomorrow’s growth ones. It is vital to understand the changes occurring to consumer demographics, attitudes and purchasing behaviors around the globe.

HANDS-ON CONSUMER PANEL SERVICES
Seating capacity for Hands-On Session is 50 attendees, sharing 25 computers.

Reaching The Organic Consumer TH27
This session is targeted to beginner and intermediate users.
The objective of this session is to identify who the typical organic consumer is demographically speaking and through the Spectra Behaviorscape framework. Once identified, users will learn how to analyze accounts for the best organic sales opportunities and media or marketing vehicles for the best reach. Applications to be covered include Profile Manager, Demand Ranking by Account and Targeting National Behaviors.

Introducing America's Newest Retailer T06
This session is targeted to beginner and intermediate users.
The objective of this session is to introduce new users to Spectra while simultaneously learning about the newest addition to the US retail market, Tesco Fresh and Easy.  Users will learn how to run selected reports to conduct a Key Account review of Fresh and Easy, an initial step in most Category Management processes.  Learn to run five basic Spectra reports and also walk away with a firm understanding of the demographics of this exciting new retail opportunity.

Converted versus Non Converted Buyers Meet Spectra W24
This session is targeted to intermediate users.
In this session you will learn how the Homescan Retailer Converted and Non-Converted Buyer measures have been applied within Spectra and the path to growth opportunities that they deliver.

Get Acquainted with Spectra Capabilities T13, W13
This session is for beginners.
In this session, you will learn the basics of Spectra and how it can be used for both sales and marketing applications.

Health and Wellness Segmentation with Spectra TH28
This session is targeted to beginner and intermediate users.
Created for understanding consumers purchase behavior and attitudes regarding health, wellness, diet and exercise, the Health and Wellness segmentation can help you understand how engaged your consumers are with these significant issues. Learn the differences between those consumers that are actively engaged and those that are not. How engaged are the consumers of your brand versus competing brands? What are the best ways to reach consumers in the various segments?

TEST DRIVE NIELSEN ANSWERS
Seating capacity for Test Drive Session is 50 attendees, sharing 25 computers.

Manufacturer Test Drive—Nielsen Answers Premium Edition T14, W14, TH14
In this interactive session, you will step into the role of Sales Manager for a major manufacturer. You’ll learn how to use Nielsen Answers to quickly discover where your brand is performing well and why. You’ll also identify how to spot downward trends and follow recommended steps to remedy the situation.

Retailer Test Drive—Nielsen Answers Retail Edition T07, W07, TH07
In this interactive session, you’ll assume the role of a retail Category Manager. You’ll learn how to use Nielsen Answers to easily navigate through the performance of your entire portfolio. You’ll also be able to identify areas of strength and weakness, and hone in on the effect of merchandising activities and consumer behavior throughout various markets.