"I think that ROAS is overhyped," says Liz Roche, VP of Media and Measurement at Albertsons Media Collective. "It's something that we live and die by, but it doesn't show the full picture at all."
Liz joins host James Kotecki to talk measurement from the perspective of one of America's largest grocery retailers, reaching 37 million customers per week across 2,200+ stores.
https://theloomaproject.com/
Topics include:
Surprising silos - and the power of breaking them down
How Albertsons leverages local store formats for testing and learning at scale
Tech for tracking shopping cart movement through stores
A vision for holistic measurement that goes beyond the campaign level
The value of "spirited debate"
The Future In-Store