data analytics

The State of Retail Media Networks & Consumer Behavior

The State of Retail Media Networks & Consumer Behavior

  • Shopper 2025

On May 21, the industry’s top minds gathered in Chicago for a look at the future of retail, media, and consumer behavior and dove into the rapidly evolving role of Retail Media Networks (RMNs). Attendees gained actionable insights on the opportunities and challenges that RMNs present. Leading experts led discussions on optimizing RMN investments, navigating sales attribution complexities, adopting an "omni-normal" approach to connect with shoppers across all touchpoints, harnessing AI for brands and consumers, and more.

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How Ratio Framing Shapes Marketing Decisions

How Ratio Framing Shapes Marketing Decisions

  • MSI

Marketers often use ratios like ROAS (Return on Advertising Spend) and ACOS (Advertising Cost of Sales) to communicate campaign efficiency. Researchers in this study find that the way in which these ratios are framed can dramatically influence stakeholder perceptions and decisions. Published in a working paper of the Marketing Science Institute (MSI), the study reveals that even mathematically equivalent ratios can shape contrasting judgments about marketing effectiveness, investment continuation and strategy preferences. This research underscores the psychological power of presentation and calls for smarter framing in marketing metrics.

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Learn How to Train LLMs to Identify Implicit Consumer Needs

Learn How to Train LLMs to Identify Implicit Consumer Needs

This study explores the potential of large language models (LLMs) to revolutionize marketing research. By partnering with a Fortune 500 food company, the authors replicated qualitative and quantitative studies using GPT-4. The findings indicate that LLMs can effectively generate synthetic respondents, moderate in-depth interviews and perform data analysis tasks, matching or even surpassing human performance in certain aspects. The study highlights the benefits of a Human-LLM hybrid approach, where LLMs assist in various stages of the research process, from study design to data analysis. This approach not only enhances efficiency but also uncovers new insights that might be overlooked by human researchers alone.

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