Path to Purchase Expo

Save the Date!

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

The Influence of Influencers, Social Influence and Video Content Benchmarking Study for Shopper Marketers

Date and Time: 
Thursday, September 28, 2017 - 8:00am to 8:45am

Consumers are forming new brand/retail affinities based on authentic peer-to-peer recommendations, and that has changed their personal shopper journeys. Done right, influencer marketing and video content can have impact through the funnel — creating greater awareness, sales and loyalty. Until now, there has been little research that digs deep into how to optimize impact from influencers and video content. This seminar will review results of a study that asked shoppers a series of questions designed to uncover what types of content on what social platforms they use during their purchase journey. Respondents als viewed influencer videos to understand the emotive impact of different types of content as well as the impact on purchase intent. Attendees will: 

  • Learn what social media platforms and types of content are having the greatest impact on a shopper’s purchase journey.
  • Hear benchmarks and best practices for influencer marketing for shopper based on new insights.
  • Experience a deep dive into the role different types of video content play in the minds, hearts and wallets of different shopper segments.


Bridget Gilbert
Jason Katz

Speaking at this Session

Bridget Gilbert

Research Director
Geometry Global

Bridget Gilbert oversees primary research initiatives designed to uncover an objective and authentic voice of the shopper. Her team’s work is an integral component to informing behavior-changing strategies. Gilbert’s background is in qualitative and quantitative research design and analytics. Her areas of focus include purchase decision journey mapping, retail insights and concept testing. She has more than 10 years of research experience and has worked with clients across various industries, including CPG, QSR, durables and services. Gilbert holds a master’s degree from Cleveland State University’s Consumer-Industrial Research Program.

Jason Katz


Jason Katz helps brands, retailers, agencies and content creators grow in the video generation. He is a strategic, innovative marketer and entrepreneur with more than 25 years of agency experience in digital and mobile marketing, social media, influencer marketing, digital shopper marketing, cause marketing, e-commerce, shopper and retail marketing. He is passionate about building high-growth, innovative companies and teams with compelling points of difference and amazing culture. Katz is an adjunct professor of e-commerce at NYU.