The Incremental Wave: Riding the Retail Media Tide Mini Series: Part 1 Shining a Light on Measurement (Skye Frontier, SVP, Growth at Incremental)
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Navigating Retail Media Challenges
This chapter explores the complexities of e-commerce, focusing on market disparities among the U.S., China, and the UK. It highlights the challenges of measuring retail media effectiveness and the need for advanced methodologies to adapt to changing consumer behaviors. Key discussions include budget allocation, cross-platform measurement, and the importance of incremental sales analysis for optimizing advertising investments.
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