We created the Customer Engagement Framework to help organizations improve their shopper marketing efforts across 6 categories: Roles, Responsibilities, Processes, Technology, Content and Metrics.  This framework was designed with shopper marketing best practices in mind. It should be used to audit your current capabilities and ultimately help you document an action plan for each of the following stakeholders: Senior Management, Shopper Marketing Owner, Brand Marketing, Insights, Digital & Social Media, Sales Management, Field and/or Account Teams and Retail/Channel Sales Partners.

1. TECHNOLOGY
Senior Management
ROLES RESPONSIBILITIES PROCESSES TECHNOLOGY CONTENT METRICS
Revenue Accountability
Staffing & Channel Management
Reporting to CEO/Board
Budgeting & Planning
Reviews & Coaching
Recruitment & Retention
Insights Dashboard
Marketing Automation
CRM
Thought Leadership Blog
Webinar Presentations
Conference Keynotes
Revenue by Channel
Shopper Lifetime Value, NPS
Return on Customer (ROC)
Shopper Marketing Owner
Retail and Brand Strategy
Omni-channel Strategy
Digital Marketing Strategy
Shopper Marketing Budgeting
Agency Management
Communications Management
Insights Dashboard
Omni-channel Systems
Project Management
Shopper Marketing Budget
Agency Contracts
Shopper Marketing Policy
Market Share, Profitability
Brand Equity
Omni-channel Usage
Brand Marketing
Brand Centric Activation
Brand Impact Analysis
Campaign Creation
Advertising/Sponsorship
Lead Generation
Campaigns
Insights Dashboard
Marketing Automation
Digital Asset Management
Advertising/SEO
Email Campaigns
Print Media
Campaign ROI, Email Metrics
Marketing Qualified Leads
Contribution to Pipeline
Insights
Insight Collection and Analysis
Simulations and Virtual Insights
ROI Forecasting
Campaign Analysis
Campaign Scoring
Measuring Historical Metrics
Insight Reports
Insight-based Proposals
A/B Split Test Results
Cost Rate, Market Reach
Lift Rate, Sales Impact
ROI, P&L Impact
Insights Dashboard
Virtual Store Simulation
Multivariate Metric Management
Digital & Social Media
Omni-channel systems
Social Listening and Engagement
Mobile apps and tools
Omni-channel Development
Social Channel Management
Mobile Channel Management
Insights Dashboard
Omni-channel Systems
Social and Mobile Platforms
Posts, Tweets, Photos
Forums, Chats, Comments
Articles, Community News
User Engagement
Sentiment Analysis
Campaign ROI
Sales Management
Omni-channel Analysis
External Communications
Retailer Channel Sales
Omni-channel Management
Influencer Identification
Relationship Cultivation
Insights Dashboard
Analytics & Reporting
Retail Contact Database
Data Sheets, Whitepapers
Case Studies/Testimonials
Proposals, Presentations
Channel Growth
Revenue by Channel
Market Share, Profitability
Field and/or Account Teams
Customer Team Activation
Retailer Relations
Campaign Execution
Product Launch
Product Positioning
Competitive Analysis
Campaign Assets
Campaign Channel Maps
Competitive Analysis
Avg. Revenue Per Retailer
Avg. Order Value
Conversion Rate, Renewal Rate
Insights Dashboard
Project Management
Competition Tracking Systems
Shopper
Marke+ng
Framework
Retail/Channel Sales Partners
In-store Insights
In-store Campaign Support
Retail/Channel Sales Support
Shopper Experience
Virtual Simulation and Testing
In-Store Behavioral Analysis
Shopper Personas
Shopper Journey Map
Store Layout Map
Shopper Satisfaction Index
Shopper Lifetime Value
Net Promoter Score (NPS)
Insights Dashboard
Shopper Analysis Systems
Omni-channel Systems