Path to Purchase Expo

Save the Date!

October 2-4, 2018 | Minneapolis Convention Center | Minneapolis, MN

Turning Big Data to Shopper Experiences

E2
Date and Time: 
Wednesday, September 27, 2017 - 1:00pm to 1:45pm
Track: 
Shopper Technology

What has been mastered in the online and e-commerce world has now been realized in the physical environment. Learn how an ecosystem of big data from sources like media, social, mobile and retail can transform how to connect with shoppers pre-, during and post-purchase journey to impact their decision with personalized dynamic experiences. Hear the fundamentals of leveraging data and the beta test with IBM Watson for shopper experiences. Attendees will:

  • Lower their fear of big data.
  • Gain a better understanding of how to leverage data. 
  • Get a focus on developing 1:1 dynamci content and experiences.
Speakers: 
Shaun Brown
Sonia Dalvi
Steve MacKinnon

Speaking at this Session

Shaun Brown

SVP - CPG & Digital Shopper
Momentum Worldwide

Shaun Brown leads Momentum Worldwide’s client shopper marketing for Chobani, Constellation Brands, Georgia-Pacific and Coca-Cola. He plays a key role in developing Coca-Cola’s “Shopper Way of Marketing” and “Digital Shopper Way of Marketing.” Brown also leads the agency’s digital shopper marketing capability focused on how digital, mobile, in-store tech and shopper media are leveraged to impact shopper decisions. His shopper expertise has been formed over 20 years as both a client and agency lead developing national shopper marketing strategies and customer marketing for all channels.

 

Sonia Dalvi

Sr. Brand Manager, Shopper Marketing
Chobani

Sonia Dalvi joined Chobani in July 2013 and is currently a Senior Brand Manager on the Shopper Marketing team. She leads the Shopper function at Chobani and is primarily responsible for analyzing shopper path-to-purchase and retail strategies in order to build and execute integrated, robust Shopper activation plans. She also spearheads the Shopper Marketing team’s effort to obtain and more deeply understand relevant shopper insights for the category including conducting key Behavioral research projects.

Sonia is originally from Owings Mills, Maryland and went to the University of Pennsylvania where she earned her BA in International Relations and Economics in 2004 and Harvard where she earned her MBA in 2011. She has worked in both the public finance and microfinance sectors before attending Harvard and also worked for two years at Mars Chocolate where she began her career in the CPG industry.

Steve MacKinnon

Advertising & New Media Lead
IBM Global Business Services

Steve MacKinnon leads the advertising and new media business for IBM Global Business Services, with a focus on cognitive solutions across advertising and new media companies. MacKinnon has more than 18 years of experience in management and technology consulting in media and entertainment. Prior to IBM, MacKinnon was the CTO and managing director for Catch, a marketing and advertising agency based in New York. He led the digital team and the Catch Business Innovation Group, delivering customer solutions across e-commerce, mobile, analytics, strategy, innovation, advertising networks and digital marketing. MacKinnon started his career at Accenture and led the M&E and communications sector for Avanade (an Accenture & Microsoft joint venture).