Retail media is exploding, but there are some obstacles standing in the way of growth. The main issue is a lack of standardized measurement, which is why it’s time for retailers to work together, says Kristi Argyilan, SVP of retail media at Albertsons Companies.
Ecommerce-based brands have serious advantages with online marketing, but big CPGs aren’t contesting the DTC business. They’re buckling down on brick-and-mortar.
Pet food brand Nestlé Purina is using a combination of behavior data and survey data to peek into the lower funnel and get a feel for whether a lift in awareness translates to a potential lift in sales.
Many brands, startups and well-known CPGs are missing the more effective retailer data sets at their disposal: loyalty programs, writes Lauren Littlejohn, director of data science and research at 84.51°.
Getting online shoppers to click and add a product to their cart – and then have that product ship cost-effectively to a customer – is the latest challenge for CPG companies. During earnings calls over the past week, leaders of CPG companies had to answer to investors about their ecommerce strategies, which have accelerated thanks […]
Consumer product goods (CPG) ad spending is in flux, as shown by the public comments of marketers like Kimberly-Clark and technology shifts such as the matching of offline data with online users to track the effectiveness of digital ads. The impact of this shift may be most visible in the area of digital video. In a […]
