Commerce Media Measurement Course

The premise is direct: retail media networks unified data across channels, but failed to unify how organizations define success. Measurement has been treated as a reporting function. It needs to be treated as an organizing principle, the system that determines how teams collaborate, how budgets flow, and how growth is defined.

The ARF Commerce Media Measurement Course is built on Rethinking Retail Media Measurement — the 2026 research from dentsu and Northwestern University’s Medill Spiegel Research Center.

This course translates that research into a working session for senior practitioners. Attendees move through three connected modules.

• First, organizational mapping: diagnosing the silos across brand, shopper, media, sales, and finance that prevent unified measurement from taking hold, and identifying which org model and JBP structure your company actually operates under.
• Second, the measurement stack: customizing MMM to the retailer-level, on-site/off-site, and format-level granularity that commerce media demands.
• Third, the decision engine: a four-level framework that matches the right measurement method to the right decision, from strategic allocation down to tactical optimization, with clear ownership at each level.

The course is built for senior brand-side practitioners who need to make measurement decisions, not just consume vendor decks. Attendees leave with a working diagnostic of their own organization and a four-phase action plan keyed to Now, 30 Days, Next Quarter, and 180 Days.

Key takeaways:

• Reframe measurement as an organizing principle rather than a reporting function, and use it to align brand, shopper, media, sales, and finance around shared KPIs
• Apply the four prerequisites of unified measurement: standardized definitions, normalized inputs, unified governance, and shared ownership
• Map attribution, MMM, and incrementality to their correct roles, and stop using attribution as the default language for strategic decisions
• Operate a four-level decision engine matching Strategic, JBP, In-flight, and Tactical decisions to the right method and the right owner
• Leave with a phased action plan that sequences organizational and methodological change against real business priorities

Upon completion, in-person and livestream participants will receive an ARF Commerce Media Measurement Certificate that recognizes their engagement with the course material and their understanding of the frameworks covered.