Neutral Retail Media Measurement with Incremental's Dave Pollet and Skye Frontier
The CPG Guys
Introduction
The hosts introduce themselves and discuss their attendance at the 2023 Grocery Shop Conference in Las Vegas. One of the hosts will be speaking about loyalty with giant foods and shipped. They also talk about their podcast's rankings and ask for subscriptions and ratings.
The CPG Guys are joined by Dave Pollet, CEO and Skye Frontier, Chief Growth Officer for Incremental which helps brands unlock incremental growth through cross-channel predictive analytics with the Science of More.
This episode is sponsored by Incremental.
Follow Dave on LinkedIn at: https://www.linkedin.com/in/davidpollet/
Follow Skye on LinkedIn at: https://www.linkedin.com/in/skyefrontier/
Follow Incremenetal on LinkedIn at: https://www.linkedin.com/company/incrementalinc/
Follow Incremental online at: https://incremental.com/
Dave and Skye answer the following questions
1) Can you tell us about your personal journeys to Incremental - how did you each decide this was the place to be at this specific time in the industry’s evolution?
2) Dave - you’ve been around this world for a while and I know you tend to think about retail media as a series of waves - what do you mean by that and where in this current wave do you think we are
3) Skye - So, when you say incrementality…what do you/we mean by that? It’s a term that gets kicked around but how should we think about it? Coincidence to causatio
4) Skye - simple question - why is incrementality so hard to measure?
5) Skye - are incremental sales always lower than ad-attributed sales? Why?
6) Dave - How does cross channel investment shape or impact incrementality and how do you measure and quantify that?
7) Skye - so often the pain point n this world comes from the walled garden nature of the available data in this space - each RMN has its own data and then the adjacent data sets like Meta and Google are also walled off to some degree. How do you think about solving for that at Incremental?
8) Our last question as always is to “Fast Forward” - what do each of you think is the single most important future trend shaping the retail media landscape?
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