The Garage: Tools For Retail Media Innovation Simplifying Retail Media with Jon Suarez-Davis of super{set}
In this episode of The Garage, hosts Dan Massimino and Evan Hovorka are joined by JSD, the Chief Commercial Officer at super{set}. Join them as they discuss the acceleration of retail media, the future of data integration, and the potential for AI to unlock value in the industry. They also explore strategies to enable the customer's media vision, brand vision, and sales vision in whatever capacity they choose to execute. JSD leads market strategy and development designed to accelerate super{set} companies’ growth in current, new, and expanding markets. He is also a member of the Mobile Marketing Association (MMA) North America Board of Directors and Executive Committee and serves on the steering committee of the Marketing Organizational Structure Think Tank (M.O.S.T.T.). Adweek named him to the “Adweek 50” in 2017, a list of media, marketing, and tech executives leading the charge toward transformation.
Episode Highlights:
[15:22] JSD explains the tipping point that led to the acceleration of retail media. He believes that the dominance of walled gardens, including the rise of Amazon, played a significant role in this development. Retailers, as the owners of valuable data (which is tied to loyalty and transaction information), realized the potential for additional revenue and margin expansion through media businesses. This realization, combined with the maturity of the ecosystem, led to the rapid growth of retail media.
[24:23] When fostering an innovative culture within an organization, simplicity and alignment are vital. Despite being initially skeptical of this approach, JSD emphasizes the value of having a beginner's mind, approaching problems with openness and a willingness to learn. He also highlights the importance of aligning as a team to drive innovation, noting that “it's hard to stop a team when they have alignment”. JSD adds that actively listening is another key to innovation—there’s no point formulating a response to something someone hasn’t said yet!
[27:49] In terms of the future of data integration. JSD believes that the next major focus will be on obtaining high-fidelity permission for data usage beyond simple consent, such as targeted advertising, analytics, and measurement. Retailers will need to ensure that they are using data in the right place at the right time and flowing permissions throughout the entire ecosystem. What’s more, JSD suggests that this is a “battleground” that is imminent, rather than a future concern.
[32:29] JSD, Evan, and Dan discuss the evolving relationship between brands, agencies, and retail media networks. They acknowledge that brands are now spending money with multiple retail media networks and some are bringing their advertising efforts in-house. The key focus is to enable the customer's media vision, brand vision, and sales vision in whatever capacity they choose to execute. This requires flexibility in providing managed services or allowing brands to manage their own campaigns. The goal is to fill in the gaps and provide the necessary tools and insights for successful marketing.
You may notice some technical glitches with one of our wonderful co-hosting duo's video, but don't worry! You can still catch the full interview (with almost all of Evan's video!) right here.
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