Focuses on measuring the incremental impact of retail media, comparing different measurement solutions (RMNs) and how to evaluate real ROI at the point of purchase.
Focuses on measuring the incremental impact of retail media, comparing different measurement solutions (RMNs) and how to evaluate real ROI at the point of purchase.
Explains how to move beyond misleading platform attribution to find the 'real ROI' of advertising using accurate measurement techniques and incrementality.
Challenges the reliance on ROAS, proposing ROIC and other CFO-level financial metrics to measure the true profitability and ROI of marketing investments.