Kantar Group

Store loyalty card programs are helping brands and retailers microtarget shoppers and measure marketing effectiveness -- and they've only begun to really leverage this data in the last few years

The balance of power between manufacturers and retailers has tipped, according to both camps.

"The balance of power has tipped. Retailers know it. Manufacturers accept it. Both expect the trend to continue."

Here endeth the lesson.

A case study on shoppers and convenience meals

Shopper segmentation has been around for decades, but better research capabilities are making it more crucial to strategy.

Train it, hire it or acquire it -- agencies must be prepared to deliver account-specific marketing.