IAB’s Post

𝐌𝐞𝐚𝐬𝐮𝐫𝐢𝐧𝐠 𝐈𝐧𝐜𝐫𝐞𝐦𝐞𝐧𝐭𝐚𝐥 𝐒𝐮𝐜𝐜𝐞𝐬𝐬 𝐢𝐧 𝐑𝐞𝐭𝐚𝐢𝐥 𝐌𝐞𝐝𝐢𝐚: 𝐓𝐡𝐞 𝐊𝐞𝐲 𝐭𝐨 𝐅𝐮𝐭𝐮𝐫𝐞 𝐆𝐫𝐨𝐰𝐭𝐡 At Cyreen, data is at the heart of everything we do, and we were happy to see last week's HORIZONT article (17.05.2024) by Klaus Janke on measuring incremental success in retail media. One key takeaway is the growing importance of incremental Return on Advertising Spend (iROAS) as a KPI for measuring the effectiveness of retail media campaigns. 𝐖𝐡𝐲 𝐈𝐧𝐜𝐫𝐞𝐦𝐞𝐧𝐭𝐚𝐥 𝐌𝐞𝐚𝐬𝐮𝐫𝐞𝐦𝐞𝐧𝐭 𝐌𝐚𝐭𝐭𝐞𝐫𝐬 Retail media, with its access to vast amounts of first-party data, is uniquely positioned to address the challenge of measuring incremental success. As Tim Nedden of FrontRow explains, the ability to track and measure incremental purchases is crucial for understanding the true impact of advertising efforts. As Robert Jozic of Schwarz Media GmbH highlights, iROAS is becoming critical for measuring retail media performance. Schwarz Media’s loyalty app is a great example of how these KPIs can be effectively measured. "We often achieve an iROAS of 3 and more on our loyalty apps, even for brands with high media presence," says Jozic. 𝐓𝐡𝐞 𝐂𝐲𝐫𝐞𝐞𝐧 𝐀𝐩𝐩𝐫𝐨𝐚𝐜𝐡 With our unique data set of over 100 million tracked customer journeys, we've developed a broad range of KPIs specifically focused on in-store retail media impact. Through our partnership with leading academics, we have even gained the ability to calculate iROAS. According to the Horizont article, this robust metric allows for a precise understanding of ad effectiveness by comparing user groups exposed to ads versus those who aren't – which is at the base of our in-store retail media measurement technology. This comparison is the foundation of all of Cyreen's measurements and insights (see picture below). 𝐎𝐮𝐭𝐥𝐨𝐨𝐤 To continue retail media’s dynamic growth, retailers must embrace and refine these measurement standards – specifically for the in-store world. The sector’s future lies in robust data analysis and meaningful KPIs. Let's drive forward with data-driven insights and continue pushing the boundaries of retail media performance. #RetailMedia #iROAS #DataDrivenMarketing #AdvertisingEffectiveness #CustomerInsights

Absolutely chuffed to head to Minneapolis next week for Irish Titan's Ecomm Forum! 🎂🍀 Ecomm Forum celebrates ecommerce achievements and inspires those to come. It’s an exploration of the world of ecommerce best practices, bleeding-edge technologies, and important trends 📈🛒 If you are curious to learn how Channable's multichannel feed management platform empowers digital/performance teams to fully control their online destinies, don't hesitate to send me a DM! 💪👩💻 #ChannableUSA #eCommerce #DigitalMarketing #PerformanceMarketing #GoogleAds #PPC #Marketplaces #Meta Peter

🗞️ Welcome to our Online Retail Weekly Digest, where we bring you the latest insights and hot topics in the world of #onlineretail . 🛒 Major #ecommerce #events 👉 One to One Monaco ✅ Held between 12-14 March, this is one of the most interesting formats in the world of eCommerce events. e-merchants came with a project or a challenge and they discussed them during one-to-one meetings. 👉 London eCommerce Summit ✅ Held on March 13, the topics of the presentations included eCommerce strategies, marketing, operations, customer experience, payment, shipping, loyalty. Visitors also had the chance to reserve one-to-one meetings. 👉 Re:signal eCommerce SEO Conference  ✅ Another interesting event held in London, on March 15. This time, the star topic was SEO and the conference featured a line-up of exceptional industry experts and innovators. 👉 This week's EVENT - eTail Germany ❗️❗️❗️ ✅ With an impressive background of more than 20 years of being one of the leading industry conferences, eTail Germany takes place on 19-20 March and will feature speakers from various industry experts. 👉 This week's HOT FINDING ❗️❗️❗️  Walmart has built a new generative #AI-powered search function for its online shoppers.  👟👜 Customers will soon be able to have a more interactive and conversational experience. For example, if a parent is planning a birthday party for a child that loves unicorns, instead of multiple searches for unicorn-themed party accessories, the parent can simply ask “Help me plan a unicorn-themed party for my daughter”. The new function uses a combination of Walmart proprietary data and large language models, including those available in Microsoft Azure OpenAI Service. If you want to know more about #ecommerce #onlineretail #magento and #adobecommerce, please follow our LinkedIn account.

𝗧𝗵𝗶𝘀 𝘁𝗵𝘂𝗿𝘀𝗱𝗮𝘆, 16/05, 𝗜'𝗹𝗹 𝗯𝗲 𝘀𝗽𝗲𝗮𝗸𝗶𝗻𝗴 𝗮𝘁 𝘁𝗵𝗲 𝗘-𝗖𝗼𝗺𝗺𝗲𝗿𝗰𝗲 𝗦𝘂𝗺𝗺𝗶𝘁 𝗶𝗻 𝗕𝗿𝘂𝘀𝘀𝗲𝗹𝘀. I’ll be discussing 𝗗𝗶𝗴𝗶𝘁𝗮𝗹 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗗𝗮𝘁𝗮 𝗦𝗵𝗶𝗳𝘁𝘀 𝗮𝗻𝗱 𝗭𝗲𝗿𝗼-𝗣𝗮𝗿𝘁𝘆 𝗗𝗮𝘁𝗮 𝗶𝗻 𝗘-𝗖𝗼𝗺𝗺𝗲𝗿𝗰𝗲.  Very relevant topic in today’s privacy-focused, ever changing world. + A lot of examples and insights on how behavioural data can lead you astray. There are still a few tickets left. 𝗕𝗨𝗧 𝗜 𝗮𝗹𝘀𝗼 𝗵𝗮𝘃𝗲 𝟮 𝗲𝘅𝘁𝗿𝗮 𝘁𝗶𝗰𝗸𝗲𝘁𝘀 𝘁𝗼 𝘁𝗵𝗲 𝗲𝘃𝗲𝗻𝘁! → Let me know if you're interested... https://lnkd.in/guDV9xsR #CommerceSummit #Brussels #DigitalMarketing #ZeroPartyData #eCommerce

🛒 In the world of #ecommerce, understanding your audience is the key to success. Quality data-driven strategies can guide product development, marketing, and business growth. 📊 ➡️ But how do you leverage data to connect with your customers on a deeper level? ➡️ And what role does personalization play in your e-commerce strategy? Join the conversation on mastering data-driven e-commerce. 🔗 Dive into the details in the comments. #EcommerceNews #DataAnalytics #CustomerService

The #IABConnectedCommerce Summit starts tomorrow! Wondering which sessions to expect on Wednesday, September 18th? Conversations that will be held in the first half of the day include: 🛒 9:05 AM – 9:30 AM EST – The Evolution of Technology and Consumer Behavior with Walter T Geer III (VML) and Will Lee (ADWEEK) 🛒 9:30 AM – 9:55 AM EST – The New Shopping Experience: Exploring Omnichannel Opportunities in Retail Media with Elizabeth (Gianatasio) Cotogno (Kroger Precision Marketing), Justin Miller (DoubleVerify), Dominick Vangeli (NBCUniversal), and Peter Adams (Marketing Dive) 🛒 9:55 AM – 10:20 AM EST – Connected Commerce: How The Move to Phygital Experiences Is Enhancing The Shopping Experience and Driving Insight-Based Change with Amy Worcester Lanzi (Digitas North America), Matthew Fantazier (Kenvue), Parbinder Dhariwal (CVS Media Exchange (CMX), and #IAB’s Angelina Eng 🛒 10:25 AM – 10:40 AM EST – Brand Success Story: There’s More to Retail Media: The Power of Non-Endemic Advertising with Lauren Johnson (ADWEEK), Michael J. Krans (Macy's), and Douglas Rozen (Rokt) 🛒 11:25 AM – 11:50 AM EST – Enhancing Shopper Experiences: Strategies for Engagement and Satisfaction with Rose Ferraro (Rockbot), Brian Monahan (dentsu), Jenna Steele, MBA (Riboli Family Wines), and Veronika Sonsev (CommerceNext) 🛒 11:50 AM – 12:15 PM EST – Revolutionizing Retail: Digitizing the In-Store Experience with Nick Ashley (Tesco Media and Insight Platform), Jennifer Leen Berglund (Once Upon a Farm), Elizabeth Marsten (Tinuiti), and Andrew Lipsman (Media, Ads + Commerce) 🛒 1:20 PM – 1:45 PM EST – How to Supercharge your Creative Strategy with AI with Mike Brunick (Yahoo), Devrie DeMarco (UTA), Wendi Dunlap (Mediahub Worldwide), Lynne d Johnson (AdMonsters) Last chance to get your pass: https://okt.to/EWelp5

There’s a lot buzzing conversation again among Finnish and other Nordic B2C brands and retailers about Temu and other huge global Retail Giants. They will and are going to shake the consumer market, with their aggressive pricing and enormous product selections. Also they can dominate the commercial space with their almost limitless ad budgets. And that’s the fact. That’s how competition works, we wanted it or not. ➡ Here’s few practical tips from Nordic CDP (Customer Data Platform) -vendor which gives you the competitive edge towards these aggressive and powerful giants; 1) Invest in marketing tool, which collects all of your customer data into one platform, in visual way so it makes sure that you can utilise, and understand it. That’s the way to know your customers. (CDP) 💆♀️ 2) Segment your clients based on their preferences and interests. That’s the ground work you need to do, to be able to create personalised and relevant marketing content through your owned channels (ie Email, App, SMS, Loyalty Program). 💰 If you send the same content to everyone, these global big players will eat you. ❌ 3) Feed the passion. Personalised and relevant marketing content and customer journey steps feeds your customers’ passion towards your brand. Consumers will not consider always the cheaper option if they feel passioned towards your Brand. 💘 4) Utilise on top of Meta and Google your domestic media possibilities. Custobar’s clients utilises targeted ads towards different customer profiles and segments throughout Sanoma Media Finland’s media channels in Finland. CDPs provide integrations to domestic media platforms and those integrations will grow even more now. 5) Be creative. There marketers will unleash themselves 🔥 In yesterday’s MarkkinointiKollektiivi’s event, one of the keynote speakers said it well, and loudly: Basics need to be handled and controlled first. Without basics, it’s very hard to create effective marketing. 🤝 Check the basics first within your Zero & 1st Party data 👏 Not that easy for Temu to come to the market where consumers are used to top-notch personalised customer journeys and passioned towards domestic brands 😉 #1stpartydata #retail #personalised #relevant #CDP

𝗜𝗻𝘁𝗿𝗼𝗱𝘂𝗰𝗶𝗻𝗴... “𝗠𝗲𝗱𝗶𝗮, 𝗔𝗱𝘀 + 𝗖𝗼𝗺𝗺𝗲𝗿𝗰𝗲” It’s a new year, and I’m excited to start 2024 with the launch of my new company—𝗠𝗲𝗱𝗶𝗮, 𝗔𝗱𝘀 + 𝗖𝗼𝗺𝗺𝗲𝗿𝗰𝗲—where I’ll be an independent analyst and consultant. My in-depth coverage of #retailmedia will continue, while expanding into adjacent topics in media, advertising, and commerce. I’ll be publishing a regular subscriber newsletter on Substack [link in the comments], so definitely come follow me for the latest POV, analysis, and insights. I’m kicking things off with 3 fresh articles to get your initial fix, which I’ll publish next week. ♻️      𝗧𝗵𝗲 𝗥𝗲𝘁𝗮𝗶𝗹 𝗠𝗲𝗱𝗶𝗮 𝗙𝗹𝘆𝘄𝗵𝗲𝗲𝗹: 𝗠𝗲𝗱𝗶𝗮, 𝗔𝗱𝘀 + 𝗖𝗼𝗺𝗺𝗲𝗿𝗰𝗲 🔮      𝟮𝟬𝟮𝟰 𝗪𝗶𝗹𝗹 𝗕𝗲 𝘁𝗵𝗲 𝗬𝗲𝗮𝗿 𝗼𝗳 _______ 𝗶𝗻 𝗥𝗲𝘁𝗮𝗶𝗹 𝗠𝗲𝗱𝗶𝗮 🌊      𝗙𝗶𝘃𝗲 𝗨𝗽-𝗮𝗻𝗱-𝗖𝗼𝗺𝗶𝗻𝗴 𝗥𝗠𝗡𝘀 𝗕𝘂𝗶𝗹𝘁 𝗳𝗼𝗿 𝗥𝗲𝘁𝗮𝗶𝗹 𝗠𝗲𝗱𝗶𝗮 𝟮.𝟬 To keep things rolling, additional content, insights, and commentary of mine will appear at the following events and publications. 🛒      𝗡𝗥𝗙 𝟮𝟬𝟮𝟰 𝗕𝗶𝗴 𝗦𝗵𝗼𝘄: I’ll be presenting on “The Golden Age of Retail Media Networks” and interviewing Ryan Mayward of Walmart Connect and Jonathan Lustig of Walgreens Advertising Group in a fireside chat. 💻      𝗜𝗔𝗕: I’ll be collaborating with the IAB in 2024, beginning with contributing to the whitepaper "Quantifying Retail Media In-Store Success: Measurement & Innovation." 📺      𝗪𝗔𝗥𝗖 𝗮𝗿𝘁𝗶𝗰𝗹𝗲: An upcoming opinion article in WARC will demonstrate why retail media is the perfect intersection of branding and performance ads. 🥕      𝗔𝗱𝗪𝗲𝗲𝗸 𝗮𝗿𝘁𝗶𝗰𝗹𝗲: My thoughts on the Instacart-Google retail media partnership are included in Catherine Perloff’s latest article “Instacart Lets Brands Target Ads Off-Platform Through Google Shopping Campaigns.” As a consultant/advisor, I look forward to collaborating with companies in retail media and beyond, primarily assisting with product strategy, marketing strategy, and research/insights content development. I’ve also joined the advisory board for an innovative in-store retail media company and will be sharing more details on that very soon. The year is already looking up, and still so much to look forward to – thanks for following along!

Earlier today, my colleague Joshua Wood was on stage at the FUTR Europe Marketing & Retail summit to talk about the opportunities of #socialcommerce in Europe. key highlight of the panel discussion: "Social Commerce is all about consumer engagement, interaction and frictionless online purchasing" Pete D. "Brands need to decide between two distinctive models on social commerce: a platform based model that embraces the opportunities of TikTok Shop or Facebook marketplace, or a #DTC model where brands own the entire funnel and all customer data" Joshua Wood "Brands need to spend time investing in customer relationship and community building. Engagement = Dollars" Pete D. "Marketers that want to start leveraging social commerce, need to first align their objectives (revenues, data, ROI) and involved all internal stakeholders, before they embark on the journey" Joshua Wood more insights regarding the power of #socialcommerce in a dedicated on-demand webinar conducted by StoryStream and TERRITORY Influence (Bertelsmann Group) - link in the comments below.

Check out this blog to understand how Zeotap CDP enabled Carrefour to revolutionize and strengthen their data strategy, which helped them optimize their marketing efforts, ultimately enhancing productivity and driving growth. #ZeotapCDP #CustomerDataPlatfrom #SuccessStory