Retail media: How to measure and optimise for incremental sales.
Join us at this online event to hear from Entropy’s Founder Alex Tait on how to determine the incremental impact of retail media on your business.
What is covered
- The one-hour session will outline current issues with retail media attribution including closed-loop measurement, especially around understanding incrementality.
- Entropy will focus on Amazon - the largest media owner for retail media globally - and how you can gain full visibility on what drives your Amazon sales and determine the TRUE impact of Amazon Ads on your business.
- The session will also delve into a case study and steps they’ve taken to identify the drivers of a brand’s Amazon channel, and how they used this analysis to optimise their spend. We’ll also walk through how you can estimate the business case for doing this exercise.
- Finally, it'll also cover how to roll out MMM measurement onto a UK omnichannel retailer in a similar way.
Who is it aimed at
Anyone that manages retail media budgets and Amazon in particular.
Presenter
Alex Tait is the Founder of Entropy which is a hybrid business consultancy and agency specialising in measurement, marketing and commerce. Our client side, agency and data science experts work in partnership with brands to accelerate delivery against their organisations’ KPIs.
Before founding Entropy, Alex was the UK Media and Marketing Services Director at Unilever. He has also worked in varied senior digital and eCommerce leadership roles at American Express and Kellogg’s. He also chaired ISBA’s digital group for 5 years and was a member of its Executive Committee (ExCom) for several years.
