Revealed the real impact of retail media formats to maximise sales on the marketplace
Case
•Determine the performance of different formats of retail media
•Optimise channel mix for sales growth
•Determine the performance of different formats of retail media
•Optimise channel mix for sales growth
What problems we face when we try to estimate the effectiveness of retail media formats:
- lack of correct statistics from the marketplace
- restrictions on cookie availability
Dataset includes:
Sales on the marketplace for 60 weeks
Media impressions and budgets by format
External factors - holidays, seasonality, competitor activity etc
Conclusions:
The impact of image formats is about 25% of total incremental sales
Sponsored products are the most conversional, but depending on budget we need other channels for sales growth
Mix optimsation gained 14% sales growth with the same budget