Retailers and consumer goods companies are paying too little attention to trade promotion’s influence on shoppers and greater data analysis is needed to measure shopper penetration, frequency and spend, according to Jennifer Gruber, vice president, analytics for Advantage Solutions’ Analytics, Insights & Intelligence division.

“With e-commerce presenting limitless virtual shelves, creating new go-to-market trade strategies and redefining what a competitive market really is, we need to be able to leverage a more robust set of data and ensure that investments in promotional activity drive the shopper metrics that matter,” Gruber said in “Unleashing the Power of Trade Promotions,” an Advantage thought leadership piece.

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