数据驱动的零售媒体：从洞察到构建竞争优势.pdf

1、only notes below this linecontent below this lineno content below this line515151118118118192192192255222204255156102255900Headlineheadline abovethis lineDATA-DRIVEN RETAIL MEDIARetail Summit 2025/key slidesfrom insights to building competitive advantagesonly notes below this linecontent below this

2、lineno content below this line515151118118118192192192255222204255156102255900Headlineheadline abovethis lineMarketplace facilitates holistic management of brand and salessalesbuyer behaviormediaGMVcategory,total brand,authorized distribution(share in total)Brandmarket sharePreferably in the identic

3、al manner as MS is measured in the full retail marketPrice auditPDR across the full range of the brands SKU,price range:the lowest and the highest taking into account the stock size of offers at the lowest and the highest price,%deviation of the lowest/average price on the marketplace from the lowes

4、t/average on comparison sites.Assortment audit%SKU from the brands portfolio available on the platform divided into categories and merchants,taking into account seasonality,co-purchasing brands from the portfolio within the basketBuyersNew buyers,returning buyers,frequency of purchases,number of uni

5、ts sold,AOVSearchtrendThe number and trends related to search of the branded and categorial phrases in the marketplace search engine petitionTraffic&ConversionAnalyzed over timeand combined with advertising investmentsMedia effectivenessROAS,Total ROAS,CPC,eCPM,reach,CTR,Share of Voice,Customer Acqu

6、isition Cost,Customer Lifetime Valueonly notes below this linecontent below this lineno content below this line515151118118118192192192255222204255156102255900Headlineheadline abovethis lineBusiness Case:hero brand product vs cash king onlineHero brand productCash king marketplaceOffer price58,00 pl