Greg Dolan’s Post

One of the Retail Media topics of 2024 is definitely going to be centered on industry collaboration. While some retail media networks may have the scale or differentiation to thrive independently as walled-gardens, a consolidation or collaboration among smaller retailers, possibly through data alliances, might become necessary in the future, enabling them to offer more scalable audiences and a simpler investment model for advertisers and their agencies. Could there be an appetite to create a data alliance among a range of retailers? Is there an opportunity to safely and compliantly bring together multiple sets of retailers’ first-party data for brands and agencies to access through one point? Is this even possible when many of these businesses are competitive and audience duplication could be a challenge? Some thoughts in The Media Leader this week. #retailmedia #retailmedianetworks #dataalliance #datacollaboration SMG

In today's competitive and fragmented landscape, Market Mix Modeling (MMM) is a vital tool for brands to understand and optimize their retail media performance “MMM is really helping us look at the next level, and both macro and micro channels in each category. We can pinpoint where things aren’t working and which levers we need to pull to optimise them in campaign, in flight, or in scenario planning” – Moitree R., Associate Director, #Data Activation and Measurement Strategy at Colgate-Palmolive 📌 Incrementality: It's crucial to understand the added sales due to specific marketing activities across various channels. This helps in determining the marketing ROI. 📌 Channel Effect: Marketing Mix Modeling (MMM) allows for a consistent analysis of all #marketing channels, assessing their individual impact. 📌 Synergies Between Online and Offline: Advanced MMM techniques help understand the interplay between online and offline customer journeys, highlighting the shared benefits of retail media and other channels. 📌 Branding vs Sales Activation: Modern #retailmedia platforms offer ad formats that serve both top-funnel (branding) and bottom-funnel (sales activation) goals. 📌 Durable #Measurement: As digital landscapes and regulations change, MMM remains a robust measurement solution. Great deep dive on “Next wave measurement: Marketing mix modelling in the age of retail media” by Paul Stringer, PhD from WARC and Chris Rees , Kristina Ciampi Weiner from Amazon with awesome insights from Garth Viegas from Analytics-Edge, LLC, VASILEIOS KOURAKIS from L'Oréal and Aleksandar Petvoski from Kenvue

There are many retail media networks and a scarcity of data within those available, but if we limit the data strategy to a single source we will potentially be putting all eggs in the wrong basket, merging multiple data sources and mapping those to the data available in the multiple channels to target on and off platform is essential. Retail media networks offer insights on things we struggled for a long time to get - shopping behaviour - but alone, they are insignificant, combined with more behaviour data from other sources is gold that most brands are letting slip through. Last year at Havas Media Network we launched technology solutions that help brands in their investment decisions, forecasting and bringing the insights needed to make the most of every pound spent within retail. Drop me or Alex Walker a DM if you want to know more. Havas Market UK Havas Market #retailmedia #retailmedianetworks #retail #advertisingstrategies

🛒 Are you a retail media, ecommerce, or consumer packaged good executive? Let's connect at IAB's Connected Commerce Summit: Retail Imagined on September 13 in NYC! 🕊 Early bird rate ends SOON, so be sure to secure your seat! 🆓 If you're a brand or agency executive, you qualify for a free pass. DM me for details and instructions. 📈We’ve all seen the rise and growth of retail media networks and ecommerce. Now more than ever it’s important to establish best practices and standards to reduce friction between the buyside and sellside. In the past 12 months, IAB brought together brands, agencies, retail media networks, and adtech solutions to meet each month to develop solutions to reduce friction in the marketplace. We recently released the IAB Retail Media Buyer’s Guide. If you haven’t read it yet, be sure to download it at https://lnkd.in/enNx__-b 🗓️Join us on September 13 in NYC for a full day conference dedicated to bringing together thought leaders and executives in the retail media and eCommerce industry. IAB’s Connected Commerce Summit: Retail Imagined, has a packed agenda where we focus on the future of retail commerce, from measurement and content innovation to personalized marketing and interactive experiences. 🎟️ Be sure to secure your tickets today and take advantage of our Early Bird Rate at https://lnkd.in/eb5FsVYr 🌟 The Summit will showcase the latest technologies and trends that are revolutionizing the shopping experience in the digital advertising ecosystem. Learn from thought leaders in e-commerce and retail media about the most impactful strategies that will help your company stay ahead of the game. Speakers include: 📍Alicia Esposito, Retail TouchPoints 📍 Raquel Navarrski, General Mills 📍 Chelsey Alexander, Bayer 📍 Mebrulin Francisco, EssenceMediacom 📍 Jessie Bove Dowd, Path to Purchase Institute 📍 Jill Cruz,Publicis Groupe 📍 Ron Pinelli, Media Rating Council 📍 Moitree R., Colgate-Palmolive 📍 Lauren Wiener, Boston Consulting Group (BCG) 📍 Michael Olaye, RGA 📍 Amie Owen, UM Worldwide 📍 Leah Wise, Unilever 📍 Lauren Chesley, SiriusXM 📍 Emily Jackson, Forbes 📍 Beth Ann Kaminkow, VMLY&R 📍 Helen Lin, Publicis Groupe Jeffrey Bustos and I, and the rest of the IAB hope to see you there. Let’s connect!

The #1 Retail Media Challenge is low #ROI.. I've uncovered the WHY in a fascinating #insight! 58% of marketers acknowledge that the paramount challenge in #retailmedia is a poor return on investment. The type of data we use for #optimization often holds the key to unlocking this mystery. Top used data is giving the low ROI (remember the survivors mistake?). It's time to explore the underdogs: 📍Organic sales 📍#Inventory health 📍#Rating & #reviews 📍Add-to-cart metrics Why do these underperformers matter? It's simple! You can't sell: what you don't have, what lacks organic demand, what never makes it to the cart, what's has low ratings and no reviews. Who's the puppet master behind this enigma? The many-faced god, AKA the #ecommerce team! Often understaffed and swamped with complex business operations and challenges. Here's how we can unfurl the mystery: 📍Assemble a dedicated team for retail media, comprising performance marketers and trade marketers 📍 Ensure a synchronized strategy & activation calendar with commerce and supply teams 📍Guarantee that your products are not just present but in high demand 📍Craft a top-tier Product Detail Page (PDP) with compelling main and secondary images, videos, consumer benefits, engaging rich media 📍Kickstart with discounts to gather 20-50 reviews 📍Set competitive prices 📍Research relevant and high performing keywords / media placements 📍Finally, you are ready to drive high ROI retail media spend Got something to add? Share in comments! 👍Like if you like Charts source: The state of retail media 2023 report by Skai & BWG Strategy LLC. Which I can share if you want :)

Exciting news from Merkle! 📈 Our latest report predicts substantial growth for retail media networks, defying conservative consumer spending projections. Discover the insights that are shaping the future of retail advertising and how brands can capitalise on this trend. Dive into the details here. 🛒💼📊 #RetailMedia #ConsumerSpending #MerkleInsights https://lnkd.in/g_YHy8ut

Retail Media is the oldest new buzz built on the premise of closed loop measurement and controls that gives the Brand the power to change its course in-flight. The backdrop was perfectly set by the ever-ongoing discussion around the deprecation of 3rd party cookies. 1st party data becomes the gold reservoir, and it is in everyone’s interest to model and leverage this data to segment and target the perfect audience. But is MENA as a region close to making this a reality? While a lot of work is happening around growing ecommerce in the region it is important to realize that the customer is becoming mindful, and online shopping is becoming synonymous with discounts and convenience. The margins are shrinking, and the online business is hurting because of profitability issues for both the Brand and the Retailers. Retailers need to leverage this ‘Brand First’ media environment to simplify the measurement that gives brands the benefit of closed loop measurement. Monetizing the data that Retailers have helps Brands plan and perform and additionally allows Retailers to make up for the losses of thinning margins. To get advertising revenue, Retailers need to make way to ensure better audience planning. Embracing data clean rooms that are transformational and will enable Brands to know their value of investment. Empowering Brands to make decisions, see outcomes and adjust quickly with the new data capabilities that are made available will be a game changer. Ultimately, this symbiotic relationship between Brands and Retailers heralds a promising future for all involved. What are your thoughts?

Marketers return to MMM to evaluate the effectiveness of multi-channel campaigns in a complex media and retail environment. Learn how MMM empowers marketers to this new age of retail media: https://lnkd.in/eBSNaxxM #retailmedia #admeasurement #marketingmixmodeling Thanks to Chantelle Akwei, Kat Dykeman, Chris Rees, Kristina Ciampi Weiner

A Gartner marketing survey found that only 14% of organizations have achieved a 360-degree view of their customers. Find out how brands are navigating media fragmentation with a return to Marketing Mix Modelling: https://lnkd.in/eBSNaxxM Thank you to all my brilliant article collaborators Fiona Green Deirdre Buckingham Kat Dykeman Chris Rees Paul Cuckoo Shruti Agrawal #AmazonAds #MarketingMixModeling #MediaFragmentation #marketingstrategy

Key Takeaways from the ChannelAdvisor Retail Media Summit 1) Retail Media continues driving conversions  2) AI is transforming the retail media landscape 3) Selecting the right Retail Media Networks is crucial 4) Automation will help you scale faster 5) Let’s not forget about product content! Is your business tapping into the full potential of Retail Media?