Program Details

Measuring Marketing in the Moment

Understanding How Shoppers React, Transact and Interact in Real-time

Sponsors and Partners:


Consumer preferences and behavior are changing rapidly in today’s fast-moving consumer goods and retail markets. Shoppers are changing how they shop, their criteria for purchase and definitions of value. They want choices and experiences that address individual needs. Many marketers are beginning to ask themselves whether their legacy brands are an advantage or liability as they fight for the hearts, minds and wallets of shoppers.


FMCG manufacturers and retailers are facing major challenges in closing the gap between marketing action and the customer’s need for personalized and timely engagement. Marketers need access to the right buyer data, better analytics and real-time systems to respond quickly to consumer behavior and intent. They need to increase their capacity to optimize campaigns in-flight in response to attributed shopper behavior.

The CMO Council, in partnership with Catalina, a leader in shopper intelligence and personalized digital media, has undertaken a major study to benchmark where consumer marketers are in their efforts to turn marketing insight into timely action in order to understand and meet consumers in their moment of decision and need. Our upcoming report includes findings from a survey of more than 150 B2C marketing leaders and in-depth conversations with consumer data analytics and digital insights and marketing executives. It also provides key recommendations on how marketers can better measure and implement marketing in the moment to drive higher returns on campaigns and build consumer loyalty and purchase.

Research: Survey & Reports



Curated Facts & Stats

The increasing prevalence of AI-generated information is likely to drive a significant change in how consumers seek out information. Traditional search engines like Google may see a decline in user traffic as consumers pivot more and more toward embracing AI tools such as ChatGPT to answer their questions. This shift signifies a growing trust in artificial intelligence to curate and deliver relevant content.

Source: WSI World

Shopping habits of the younger cohort differ significantly from baby boomers. Approximately 37% of Gen Z consumers allowed tracking in order to see more relevant advertising, with the remaining 43% opting out. For baby boomers, the vast majority opted out.


Global advertising spend is forecast to grow 4.4% globally this year, and by 2024, is forecast to surpass $1 trillion advertising spend.

Source: Marketing Week

48 percent of retailers are prioritizing the adoption of artificial intelligence and machine learning to improve their marketing methods, expectations and goals next year.


44 percent of consumers say they switch to brands that do a better job of personalizing the content they saw.


36 percent of respondents don’t measure the ROI (return on investment) from their content marketing efforts and 19 percent say they don’t know how to.


Of organizations that track ROI for content marketing, 49 percent report an increase in sales.


65 percent of respondents in the US feel that a positive experience with a brand is more influential than great advertising.


In-store shopping is still the preferred retail channel for 82 percent of Millennials, even the ones who also engage in online shopping.


The average U.S. household is enrolled in more than 18 loyalty programs but is only active in about 8.


Program Themes

  • Customer Behavior
  • Commerce Trends
  • Customer Insights
  • Market Intelligence Resources