释放零售媒体网络的力量：数据如何改变零售促销格局.pdf

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1、SpeakersCEO,Commerce Media ExpertHead of Solutions Engineering,East&EMEAGlobal Head of Industry Solutions,Retail,CPG&Travel/HospitalityMichelle DooleyJohn LopusBryan Smith2Advertising at its simplest is about capturing consumer attention.Data Understanding a consumer+Ads Getting relevant messages in

2、 front of the consumerMeasurementDid the message influence the consumers behavior$166 billionThe global retail media pie is projected to reach almost$166 billion dollars in 2025 with over 87%of the market owned by Amazon,Walmart,Roundel,and Kroger.The other 13%of the market is made up of over 200+re

3、tailers.Membership fees with advertising income make up almost one third of overall operating income.Closed-loop MeasurementOffsite Ad PlacementsOwned Ad Placements1st Party DataRetail Media Building BlocksRetail Media Networks have risen out of a demand for access to retailers data and inventory(di

4、gital shelf space).With identity at the core,Retailerscan leverage their customer dataand proprietary inventory to deliver highly effective advertising with proven returns.7Identity1st Party DataRetail Media Building Blocks8IdentityData tied to a consumerPersonally Identifiable Information(PII)Perso

5、nal Information(PI)Behavioral Data(browse)Transaction Data(purchase)Demographic DataPsychographic Data1st Party DataThe more data points a Retailer can tie to a customer,the more valuable they becomeIdentity ResolutionPurchase HistoryShopper IntentCustom SegmentsAudience Targeting9Unauthenticated Di

6、gital CustomersUnknown Store Customers(cash,non-loyalty)Authenticated Digital CustomersKnown Store Customers$1st Party DataRetail Media Building Blocks10IdentityACTIONS TO DRIVE VALUE:Identifiers&quantitiesData tied to those identifiersPropose ideas to collect more consumer identity or create more l