How can brands and marketers take full advantage of consumers’ mobile-centered lifestyles? At The Advertising Research Foundation’s (ARF) West Coast 2016 conference, GfK will present with Facebook and share the latest insights on shoppers’ digital behavior.

The two-day event – taking place November 15-16 at Facebook’s headquarters in Menlo Park, California – will focus on “Mastering Mobile Marketing: A Roadmap for Growth and Success.” Leaders in marketing, advertising and research will be exploring the latest strategies and tactics to optimize mobile campaigns.
GfK’s Jason Boyd (Senior Research Director at GfK Shopper & Retailer Strategy) will present with Facebook’s Naomi Grewal (Manager, Consumer Insights) and Fernanda Alcantara (Researcher, Consumer Insights) on “Mobile: Shaking Up the Shopper Journey.” The session will take place on Tuesday, November 15 at 9AM.

Facebook and GfK experts will help marketers understand the role of mobile in the omni-channel shopping process, including current unmet shopper needs and the importance of monitoring shoppers’ online behavior.

This presentation will show how:

• Facebook and GfK have collaborated on a global, multi-modal approach to understanding the role of mobile in the shopper journey

• consumers’ digital behavior is resulting in more opportunities for brands to interact with shoppers

• marketers can understand and counteract consumers’ pain points when using mobile as a shopping tool

Boyd has over 10 years of experience in the Shopper & Retail Strategy team, where he works with clients and industry experts to build shopper insights and activation strategies that drive marketplace success. Boyd holds a Bachelor of Science in Marketing from Stonehill College.