Measuring Retail Media Incrementality With Andrew Lipsman & Meghan Corroon - Episode 366
Ecommerce Braintrust
· with Andrew Lipsman & Meghan Corroon
· November 4, 2024
· 34 min
Summary
This episode cuts through the noise around retail media, offering ecommerce operators a critical understanding of incrementality measurement. Learn how to move beyond vanity metrics and strategically allocate ad spend to truly impact sales, especially in the context of Google, Meta, and the evolving retail media landscape.
Key takeaways
Acknowledge that Google and Meta are often over-credited due to advanced measurement; diversify ad spend to less accurately measured but impactful channels like retail media.
Implement incrementality measurement beyond ROAS to accurately assess ad effectiveness, particularly for retail media, and uncover true ROI.
Investigate and push for the adoption of "clean room" data solutions to unify disparate data sources and improve attribution accuracy across all marketing channels.
Strategically leverage retail media networks (RMNs) for their point-of-purchase influence, even if initial costs are higher than traditional digital ads.
Recognize that CPG companies' willingness to experiment with credible measurement offers a blueprint for other ecommerce brands seeking accurate incrementality data.
Themes
ad attributiondigital marketing roiincrementality measurementretail media strategy
Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia's Head of Retail Marketplaces Services Julie Spear and Director of Retail Operations, Jordan Ripley. Today we're joined by two amazing guests: Meghan Corron, Co-founder & CEO at Clerdata, and Andrew Lipsman, a notable industry analyst who heads up Media, Ads, and Commerce. We'll be diving into some of the key takeaways from a report Andrew recently presented at RMN Ascendant called "The Future of Retail Media is the Future of ALL Media", as well as getting Meghan's take on a lot of the cutting-edge incrementality data and research that's informing Andrew's presentation on the state of the industry. Make sure you tune in to find out more! KEY TAKEAWAYS In this episode, Julie, Jordan, Meghan, and Andrew discuss: The inefficiencies in current digital marketing due to poor measurement systems. The over-credited nature of Google and Meta due to their advanced measurement and frequent consumer interactions. Shift Towards Mobile Search and Social Media: Significant movement of ad dollars toward platforms like Google and Meta. Waves of Digital Advertising: Google, Facebook, and now retail media. Each wave leverages closed-loop measurement to attract budgets. Retail media is noted as a cost-effective yet underinvested channel. Despite higher costs than Google or Meta, RM captures consumer decisions at the point of purchase. <li dir="lt
Frequently asked about this episode
What does this episode say about ad attribution?
Acknowledge that Google and Meta are often over-credited due to advanced measurement; diversify ad spend to less accurately measured but impactful channels like retail media.
What does this episode say about digital marketing roi?
Implement incrementality measurement beyond ROAS to accurately assess ad effectiveness, particularly for retail media, and uncover true ROI.
What does this episode say about incrementality measurement?
Investigate and push for the adoption of "clean room" data solutions to unify disparate data sources and improve attribution accuracy across all marketing channels.
What does this episode say about retail media strategy?
Strategically leverage retail media networks (RMNs) for their point-of-purchase influence, even if initial costs are higher than traditional digital ads.
What does this episode say about ad attribution?
Recognize that CPG companies' willingness to experiment with credible measurement offers a blueprint for other ecommerce brands seeking accurate incrementality data.
