How best practice organisatios use Digital and Social media at the POP David Myles & Jen , B4P 2.00 - 3.30pm Gain insight into how to set up your organisation to leverage shopper marketing, improve ROI results of PoP spend,  keep ahead of trends, and compare with others on how they are handling common issues. This masterclass will focus the results of a recent 2013 and 2014 benchmark study into what best practice shopper organisations looks like. Topics include how to structure the organisation, optimal PoP spend and the latest ways of working of leading PoP departments. You will also learn what is new in Digital and Social activations at the PoP globally, be up to date with retailer trends and lastly 'big data'. Attendees will practice and apply these insights to their categories, customers and companies providing a practical application of these insights into organisational change. David and Jen have benchmarked several leading Australian companies in their use of Digital and Social media and present regularly on best practice on this topic. David is a Director of B4P (www.BforP.com) and has worked in 24 markets around the world. Jen is the B4P subject matter expert on Digital and Social in FMCG.