retail & restaurants

Fast(er) Causal Attribution

The presenters analyzed the past attribution challenges for Chipotle and proposed new measurement solutions. Chipotle wanted proof that its TV commercials drove sales. Chipotle and WarnerMedia developed an outcome-guaranteed deal based on sales lift, rather than impressions. For Chipotle, incremental transactions are most important. These transactions were also measured for the competitors. The goal was to provide purposeful, visible, and accountable results.

Inside the Journal of Advertising Research: Advertising Creativity and Strategy

Journal of Advertising Research authors presented their work published in the March issue of the JAR. Creativity experts delved into the creative-idea generation process and the conveying of brand passion in advertising. Strategy experts explored effectiveness of six-second TV commercials and how advertising and promotional effects drive QSR sales.

Consumer Behavioral Shifts: Why Your Marketing Measurement Must Adapt in 2022 and Beyond

Consumer behaviors have changed dramatically creating new challenges for brands and their marketing measurement. During this Insights Studio, we explored the measurement challenges brands have faced in the wake of significant consumer changes. We also discussed best practices brands should be using to ensure their marketing measurement is set up for future success as consumers continue to react to major societal change. Executives from OptiMine, an agile marketing analytics provider, Kepler, a global digital agency, and Beachbody, an innovative health and fitness company, shared their observations on how changes in consumer shopping and media consumption behaviors have been reflected in marketing measurement.

Leveraging Purchase Signals to Drive Growth

Sharing their cross-channel campaign evaluation using IRI’s household lift studies, Lisa Mulyk and Liz Ryan from IRI illustrated the strengths of purchased-based data and targeting across brand portfolios. Creative messaging and sales for “must have” and “nice to have” products were examined, comparing the broader affinity, lifestyle and demo audience against the more specific purchase-based audience.

Evidence-Based Research for Effective Marketing

On November 9, 2022, industry leaders joined us to share highlights from EffWorks Global 2022 — a week-long celebration of the best new thinking and evidence-based decision-making research for marketing effectiveness. Topics of discussion included: marketing in the post-Covid economy, effective advertising in unprecedented times, the value of Share of Voice/Share of Attention/Share of Search in terms of effectiveness and commercial decision making, and more.

Transforming Media Planning & Activation at Walgreens through Unified Marketing Measurement

Walgreens’ three-year change management evolution, in partnership with Ipsos MM, embedded unified marketing measurement (UMM) into tactical and strategic decisions at the retailer. This approach to change management included simulated impact testing, validated results and provided proof points. Douglas Brooks of Ipsos MMA provided a current overview of UMM at Walgreens, which consists of monthly marketing mix models, weekly attribution models and continuous validation through testing. Jenny Peelle of Walgreens stated that this approach impacts decision making, including what businesses to support, reach and frequency management and an understanding of attribution for individual KPIs as well as for enterprise business growth objectives. The resulting shift to UMM increased revenue at both the business unit level and for the entire enterprise.

Latest Trends in the Future of Impulse, Frictionless and Experiential Retail

In this fireside chat, Rohan Karankal (Mondelēz International) and Jessica Wohl (Ad Age) discussed the dramatic changes and disruptions in grocery shopping over the last few years as well as the opportunities in experiential retail, especially in driving impulse purchases. Mondelēz has an ecosystem of communities, which encourages sharing best practices around experiences through thought leaders both internal and external. Rohan shared examples from Mondelēz’s “Elevated Shopper Experiences,” which delivers curated design and experiential solutions in stores. They are currently evaluating a measurement framework which measures the impact of these experiences on both sales lift and brand perceptions for both the brands and retailers.

Panel Discussion: Perspectives on the Rise of Retail Media

This panel discussion, moderated by Circana’s Michael Ellgass, discussed the current state and emerging opportunities in retail media, including measurement as well as organizational issues. The following are edited highlights from their conversation.

The Rise of Retail Media: Latest Trends, Opportunities and Challenges for Retailers and Brands

In providing an overview of retail media’s latest trends, opportunities and challenges for retailers and brands, Michael Ellgass (Circana) shared results from analyses of over 100 CPG studies that looked at channel performance in retail media networks and the halo impact outside those networks. Finding that the total incremental sales impact is often larger than what the retail media can see in their own outlets and that most shoppers are influenced by a variety of channels, Michael presented the nuanced data that supported a combined approach for maximum impact.

Standardizing and Scaling Cross-Platform Measurement

Lindsey Woodland (605) and Jes Santoro (Cadent) presented a case study of a big box retailer to demonstrate their standardized, scalable process for cross-platform measurement and reporting. The retailer’s 2020 holiday campaign benefitted from the identification, scaling and targeting of a selected custom-curated audience. Activation within premium inventory involved broadcast, cable and CTV ads served to targeted households. Including CTV in the media plan added many medium and light linear viewers.