The CPG View The Incremental Wave: Riding the Retail Media Tide Mini Series: Part 1 Shining a Light on Measurement (Skye Frontier, SVP, Growth at Incremental)
Nov 29, 2024
In this discussion, Skye Frontier, SVP of Growth at Incremental, delves into the complexities of retail media measurement. She highlights the challenges of fragmentation in the industry and emphasizes the necessity of neutral measurement for credibility. Skye defines incrementality and its crucial role in gauging advertising effectiveness. Predictive analytics is explored as a vital tool for shaping strategies and driving revenue. She also shares insights on budget allocation and the need for advanced methodologies in a rapidly evolving e-commerce landscape.
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