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1Deliver moments that matterCorporate gifting in Q2 2025:Your complete guide2Spring into success with corporate gifting that drives engagement and accelerates dealsThe best gifts create lasting connections,and our Q2 2025 Corporate Gifting Guide is here to help you nurture relationships,surprise and delight customers,and create standout moments that leave a lasting impression.With seasonal celebrations,energizing wellness campaigns,and thoughtful gifting ideas,this guide is packed with inspiration to keep your brand top of mind while strengthening partnerships.Not only will you find the perfect corporate gift,but weve also included messaging ideas to ensure every gift resonates and maximizes impact.Every item featured is handpicked from the Reachdesk Marketplace,offering over 8,500 physical and e-gift options designed to spark conversations and drive engagement.So,shake off the winter blues,embrace fresh opportunities,and explore the world of Q2 corporate giftingwhere thoughtful,strategic gifts help you build pipeline,foster relationships,and set the stage for success.Corporate gifting in Q2 2025:Your complete guideBook your demo with Reachdesk today!Need help launching your Q2 gifting campaigns?APRILMAYJUNEMONTHLY CAMPAIGNSSPORTS EVENTSRELIGIOUS DATESCHECKLISTINSIGHTSWRAPPING UP3ContentsApril campaign ideas4Your checklist for 2025 corporate gifting success30May campaign ideas8Reachdesk insights and product updates31June campaign ideas12Wrapping Up 33Monthly Gifting Campaign Ideas16Key sporting events21Religious observances244April campaign ideasClick on the date to explore gift ideas and messaging inspiration.April 1April Fools DayApril 4Walk to Work DayApril 7World Health DayApril 11National Pet DayApril 20 EasterApril 21World Creativity and Innovation DayApril 22Earth DayApril 23World Book DayAPRILMAYJUNEMONTHLY CAMPAIGNSSPORTS EVENTSRELIGIOUS DATESCHECKLISTINSIGHTSWRAPPING UPCorporate gifting in Q2 2025:Your complete guide5April Fools DayWorld Health DayWalk to Work DayPinatagrams Reachdesk MarketplaceFellow Reachdesk MarketplaceWellbox Reachdesk MarketplaceHoliday-themed message:Holiday-themed message:Holiday-themed message:Send a lighthearted,fun corporate gift that plays into the spirit of April Fools,like a quirky gadget or a playful“surprise”treatlike a box of pick-and-mix sweets.Promote well-being with a wellness bundle,featuring a meditation app subscription,a herbal tea set,or a healthy snack box.Encourage wellness with a fitness tracker discount,a stylish water bottle,or a comfortable pair of walking socks.“No tricks,just treats!Were serious about making this year great for youlets connect and plan for success(no pranks,we promise!).”“Your health is your wealth!Heres a little something to keep you feeling your best.Lets talk about ways we can create a thriving partnership this year.”“Stepping up for success!Whether youre walking to work or logging miles at home,were here to go the distance with you.Lets connect!”April 1April 7 Vendor ShowcaseApril 4APRILMAYJUNEMONTHLY CAMPAIGNSSPORTS EVENTSRELIGIOUS DATESCHECKLISTINSIGHTSWRAPPING UPCorporate gifting in Q2 2025:Your complete guide6National Pet DayHoliday-themed message:Delight pet-loving clients with a thoughtful gift,like a box of gourmet treats or a custom pet bandana!“Celebrating your favorite furry friend today!Lets connect soonbonus points if we swap pet photos!”April 11World Creativity and Innovation DayHoliday-themed message:Inspire creative thinking with a brainstorming journal,a set of colorful markers,or an interactive puzzle gift.“Creativity fuels success!Lets think outside the box and explore fresh ideas together.Looking forward to an innovative conversation!”April 21 EasterHoliday-themed message:Send a festive Easter-themed gift like a personalized gourmet chocolate egg,a spring flower arrangement,or a pastel-colored treat box.“Hopping in to wish you a joyful Easter!Lets hatch some great ideas together for a successful year.”April 20 Paws Box Reachdesk MarketplaceSugarfina Reachdesk MarketplaceV-cubes Reachdesk MarketplaceVendor ShowcaseAPRILMAYJUNEMONTHLY CAMPAIGNSSPORTS EVENTSRELIGIOUS DATESCHECKLISTINSIGHTSWRAPPING UPCorporate gifting in Q2 2025:Your complete guide7Forest Nation Reachdesk MarketplaceGilded Box Reachdesk MarketplaceVendor ShowcaseEarth DayWorld Book DayHoliday-themed message:Holiday-themed message:Celebrate sustainability with an eco-friendly gift for your conscious clients,like a reusable tote,a plantable notepad,or a donation to a green cause.Share knowledge with a thoughtful book selection,either a business best-seller or a book from an inspiring author.“A greener tomorrow starts today!Heres a small token of our commitment to sustainability.Lets discuss how we can make an impact together.”“Knowledge is the gift that keeps on giving!Heres a great read to inspire new ideaslets turn the page to our next big success.”April 22April 23 APRILMAYJUNEMONTHLY CAMPAIGNSSPORTS EVENTSRELIGIOUS DATESCHECKLISTINSIGHTSWRAPPING UPCorporate gifting in Q2 2025:Your complete guide8May campaign ideasClick on the date to explore gift ideas and messaging inspiration.May 1International Workers DayMay 4Star Wars DayMay 5Cinco de MayoMay 11Mothers DayMay 15International Day of FamiliesMay 17-18World Baking DayMay 25National Wine DayAPRILMAYJUNEMONTHLY CAMPAIGNSSPORTS EVENTSRELIGIOUS DATESCHECKLISTINSIGHTSWRAPPING UPCorporate gifting in Q2 2025:Your complete guide 9International Workers DayStar Wars DayCinco de MayoHoliday-themed message:Holiday-themed message:Holiday-themed message:Recognize your team and your clients hard work with a relaxation-themed gift,such as a self-care kit or a premium coffee bundle.May the Force be with your clients!Send a sci-fi surprise like a custom lightsaber keychain or a Star Wars-inspired droid drink set to your sci-fi-loving connections.Celebrate with a fun and festive gift like a margarita mix set or a selection of Mexican snacks.“Hard work deserves a little appreciation!Heres to you and all that you do.Lets catch up soon!”“The force is strong with this partnership!Lets reconnect and explore a galaxy of new opportunities together.”“Lets taco bout success!Hope your Cinco de Mayo is filled with great flavors and even better conversations.Lets connect soon!”May 1May 4May 5Cafecita Reachdesk MarketplaceA Gentlemans Trove Reachdesk MarketplaceCraftmix Reachdesk MarketplaceVendor ShowcaseAPRILMAYJUNEMONTHLY CAMPAIGNSSPORTS EVENTSRELIGIOUS DATESCHECKLISTINSIGHTSWRAPPING UPCorporate gifting in Q2 2025:Your complete guide10Baskits Reachdesk MarketplaceLoved and Found Reachdesk MarketplaceVendor ShowcaseMothers DayInternational Day of FamiliesHoliday-themed message:Holiday-themed message:Pamper the moms in your network with a luxurious spa set,a scented candle,or a relaxing tea bundle.Celebrate family bonding with a fun game night bundle or a movie snack set for your team,clients,and prospects.“Happy Mothers Day!Heres a little relaxation,because you deserve it.Lets reconnect and nurture great ideas together!”“Strong families,strong teams!Wishing you a wonderful day with your loved ones.Lets pop some fresh ideas together soon after your movie night!”May 11May 15APRILMAYJUNEMONTHLY CAMPAIGNSSPORTS EVENTSRELIGIOUS DATESCHECKLISTINSIGHTSWRAPPING UPCorporate gifting in Q2 2025:Your complete guide 11National Wine DayWorld Baking DayHoliday-themed message:Holiday-themed message:Gift a premium wine set or a personalized wine glass to toast to successful partnerships.Send a baking kit or gourmet cookie mix to sweeten the occasion for your clients.“Cheers to great partnerships and even better conversations.Lets raise a glass to successlets chat soon!”“The recipe for success?A little creativity and the right ingredients.Lets mix things up and create something amazing together!”May 25May 17-18 BAKIT Reachdesk MarketplaceThe Sip Society Reachdesk MarketplaceVendor ShowcaseAPRILMAYJUNEMONTHLY CAMPAIGNSSPORTS EVENTSRELIGIOUS DATESCHECKLISTINSIGHTSWRAPPING UPCorporate gifting in Q2 2025:Your complete guide12June campaign ideasClick on the date to explore gift ideas and messaging inspiration.June 4National Cheese DayJune 4Global Running DayJune 5World Environment DayJune 8World Oceans DayJune 15Fathers Day June 21First Day of SummerJune 21International Yoga DayAPRILMAYJUNEMONTHLY CAMPAIGNSSPORTS EVENTSRELIGIOUS DATESCHECKLISTINSIGHTSWRAPPING UPCorporate gifting in Q2 2025:Your complete guide13National Cheese DayWorld Environment DayGlobal Running DayTreat Republic Reachdesk MarketplaceGo Premco Reachdesk MarketplaceReVased Reachdesk MarketplaceHoliday-themed message:Holiday-themed message:Holiday-themed message:A gourmet cheese selection or personalized cheese board makes for a deliciously fun gift.Promote sustainability with an eco-friendly gift like a bamboo notebook,desk plant,or reusable water bottle.Celebrate your fitness-loving prospects with a thoughtful gift,like a branded sports tee,a cooling towel,or a personalized water bottle!“Our partnership?Anything but cheesy!Lets connect soon and create something deliciously successful together.”“A greener future starts with us!Heres to making sustainable choices together.Lets talk soon!”“Going the extra mile together!Lets run through some exciting opportunities for success this year.”June 4 June 5 Vendor ShowcaseJune 4APRILMAYJUNEMONTHLY CAMPAIGNSSPORTS EVENTSRELIGIOUS DATESCHECKLISTINSIGHTSWRAPPING UPCorporate gifting in Q2 2025:Your complete guide14World Oceans DayHoliday-themed message:Support ocean conservation with a donation or an ocean-themed gift,like a beach towel,for your eco-conscious prospects!“Making waves together!Lets talk soon about how we can create positive changeand great business results!”June 8Fathers DayHoliday-themed message:Celebrate hard-working dads in your network with a classic whiskey set or a premium coffee bundle.“Happy Fathers Day!Heres to all the hardworking dads out there.Lets catch up soon!”June 15 Dock&Bay Reachdesk MarketplaceShaker&Spoon Reachdesk MarketplaceVendor Showcase APRILMAYJUNEMONTHLY CAMPAIGNSSPORTS EVENTSRELIGIOUS DATESCHECKLISTINSIGHTSWRAPPING UPCorporate gifting in Q2 2025:Your complete guide15International Yoga DayHoliday-themed message:Help your clients relax with thoughtful gifts like a calming yoga mat,a meditation cushion,or a spa e-gift voucher to promote balance and relaxation.“Finding balance and inner peace this season!Lets connect soon and flow into a season of successheres to zen moments and new opportunities!”June 21buyagift Reachdesk MarketplaceA Gentlemans Trove Reachdesk MarketplaceVendor ShowcaseFirst Day of SummerHoliday-themed message:Celebrate the start of summer with summer-themed gifts,like a BBQ set,travel bag,or cocktail kit for ultimate relaxation and fun!“Summer vibes and stress-free days ahead!Lets connect soon and set the tone for an amazing season of successcheers to good times!”June 21APRILMAYJUNEMONTHLY CAMPAIGNSSPORTS EVENTSRELIGIOUS DATESCHECKLISTINSIGHTSWRAPPING UPCorporate gifting in Q2 2025:Your complete guide16Monthly gifting campaign ideasWe get itstarting gifting campaigns can feel overwhelming.Thats why weve simplified it with easy steps to launch monthly triggered gifting campaigns.Now,you can sit back and watch your pipeline grow.April focus#1:Move more monthAPRILMAYJUNEMONTHLY CAMPAIGNSSPORTS EVENTSRELIGIOUS DATESCHECKLISTINSIGHTSWRAPPING UPCorporate gifting in Q2 2025:Your complete guideLets get moving!This Move More Month,were encouraging healthy habits that lead to success.Claim your gift today,and lets take steps toward growth together.Campaign goal:Reignite engagement and convert warm prospects Encourage movement and wellness while driving deal progression by re-engaging prospects who have shown interest but havent converted.Gift ideas:Fitness trackers,hydration bottles,resistance bands,ergonomic desk accessories.Teams to involve:Marketing,Sales,and BDR.Helpful tools:Reachdesk,HubSpot/Marketo,LinkedIn.How to set it up:Identify warm leads who have recently engaged but havent taken the next step.Create a Reachdesk gifting landing page where recipients can claim their gift and book a meeting.Follow up with personalized messaging focused on their goals and challenges.Have your sales team reach out to these accounts with relevant messaging,offering the gift to drive engagement.17April focus#2:EasterAPRILMAYJUNEMONTHLY CAMPAIGNSSPORTS EVENTSRELIGIOUS DATESCHECKLISTINSIGHTSWRAPPING UPCorporate gifting in Q2 2025:Your complete guideSpring into the season with a special Easter treat!Celebrate new beginnings with a thoughtful gift from us.Claim yours and lets hop into new opportunities together.Campaign goal:Accelerate deal momentum and close Q2 pipeline fasterUse the spirit of renewal and fresh beginnings to create a sense of urgency with prospects and customers in your pipeline.Gift ideas:Gourmet Easter chocolate,spring flower bouquets,festive snack baskets.Teams to involve:Sales,Marketing,Customer Success.Helpful tools:Reachdesk,HubSpot/Marketo,LinkedIn.How to set it up:Identify high-intent prospects and customers nearing deal closure or renewal.Create a festive Reachdesk landing page with an Easter-themed CTA.Track gift claims and follow-ups through your CRM to push deals over the finish line.18May focus#1:Mental health awareness monthAPRILMAYJUNEMONTHLY CAMPAIGNSSPORTS EVENTSRELIGIOUS DATESCHECKLISTINSIGHTSWRAPPING UPCorporate gifting in Q2 2025:Your complete guideYour well-being matters.This Mental Health Awareness Month,were focusing on mindfulness and self-care.Claim your gift and lets continue building a stress-free partnership.Campaign goal:Strengthen customer relationships and drive renewalsShow appreciation for your customers while reinforcing your commitment to well-being and partnership.Gift ideas:Mindfulness journals,weighted blankets,premium tea sets,wellness subscription boxes.Teams to involve:Customer Success,Account Management,Marketing.Helpful tools:Reachdesk,HubSpot/Marketo,Salesforce.How to set it up:Launch a customer appreciation triggered campaign with Reachdesk.Automate gifting based on renewal timelines or engagement milestones in your CRM.Follow up with personalized check-ins to nurture relationships and identify upsell opportunities.19June focus#1:LGBTQ Pride monthAPRILMAYJUNEMONTHLY CAMPAIGNSSPORTS EVENTSRELIGIOUS DATESCHECKLISTINSIGHTSWRAPPING UPCorporate gifting in Q2 2025:Your complete guideCelebrate Pride with us!This June,were honoring individuality,inclusivity,and allyship.Claim your Pride gift and lets build meaningful partnerships together.Campaign goal:Deepen customer relationships and boost brand affinityCelebrate diversity and inclusion by engaging customers and prospects in a meaningful way.Gift ideas:Pride-themed swag,inclusive book collections,rainbow snack boxes,charitable donations.Teams to involve:Marketing,Customer Success,Sales.Helpful tools:Reachdesk,LinkedIn,HubSpot.How to set it up:Launch a Pride-themed Reachdesk campaign to engage customers and prospects.Create a Reachdesk landing page where recipients can claim a Pride gift and learn more about your companys commitment to inclusivity.Send follow-up emails reinforcing your brand values and inviting recipients to a community or thought leadership event.20June focus#2:Summer vacation escapeAPRILMAYJUNEMONTHLY CAMPAIGNSSPORTS EVENTSRELIGIOUS DATESCHECKLISTINSIGHTSWRAPPING UPCorporate gifting in Q2 2025:Your complete guideDont let the summer slide by without wrapping things up!Claim your vacation-ready gift and lets tide up those loose ends before you hit the beach.Campaign goal:Engage high-value prospects and ensure momentum doesnt slip away before summer break.Treat prospects and customers who are looking to sign off for the summer to a vacation-themed gift,while reinforcing the value of staying in touch to close deals.Gift ideas:Personalized travel bags,mugs,beach towels,sun cream,and relaxation bundles.Teams to involve:Sales,Marketing,Customer Success.Helpful tools:Reachdesk,LinkedIn,HubSpot.How to set it up:Identify high-value prospects and customers at key deal stages.Create a Reachdesk landing page offering a vacation-inspired gift in exchange for booking a meeting.Automate follow-ups and engagement tracking through Reachdesk and CRM tools.21Key sporting events2025 Boston Marathon2025 Masters 2025 Grand National2025 London MarathonBahrain Grand Prix2025 World Snooker ChampionshipApril 21April 10-13April 5April 27April 11-13April 19 May 5Take your corporate gifting to the next level by tying it to exciting key sporting events.A thoughtful,well-timed gift can enhance relationships and keep your brand top of mind during the most thrilling moments of the year.Celebrate the spirit of victory with gifts that convey your partnership in success with a personalized“Winning Together”message.AprilAPRILMAYJUNEMONTHLY CAMPAIGNSSPORTS EVENTSRELIGIOUS DATESCHECKLISTINSIGHTSWRAPPING UPCorporate gifting in Q2 2025:Your complete guide22Key sporting eventsMonaco Grand Prix Formula 12025 PGA Championship2025 European Rugby Champions Cup Final2025 Giro dItaliaThe Sky Bet Championship Play-Offs2025 FA Cup Final2025 UEFA Europa League Final2025 UEFA Champions League FinalMay 23-25May 15-18May 24May 10-June 1May 24-26May 17May 21May 312025 French Open TennisMay 25 June 8MayAPRILMAYJUNEMONTHLY CAMPAIGNSSPORTS EVENTSRELIGIOUS DATESCHECKLISTINSIGHTSWRAPPING UPCorporate gifting in Q2 2025:Your complete guide23Key sporting events2025 British&Irish Lions tour to Australia2025 ICC World Test Championship Final2025 Stanley Cup Finals2025 24 Hours of Le Mans2025 Wimbledon Championships2025 U.S.Open Golf2025 FIFA Club World CupJune 28 August 2June 11-15TBDJune 11-15June 30 July 13June 12-15June 15 July 13JuneAPRILMAYJUNEMONTHLY CAMPAIGNSSPORTS EVENTSRELIGIOUS DATESCHECKLISTINSIGHTSWRAPPING UPCorporate gifting in Q2 2025:Your complete guide24Religious observancesClick on the date to explore gift ideas and messaging inspiration.May 5Buddhist:Buddhas BirthdayMay 28Bahai:Ascension of BahaullahApril 13-20Jewish:PassoverApril 10Jain:Mahavir JayantiApril 14Sikh,Hindu:VaisakhiMay 1Pagan and Wiccan:BeltaneAPRILMAYJUNEMONTHLY CAMPAIGNSSPORTS EVENTSRELIGIOUS DATESCHECKLISTINSIGHTSWRAPPING UPCorporate gifting in Q2 2025:Your complete guideMay 12Buddhist:VesakMay 16Jewish:Lag BaOmerJune 5-9Islamic:The HajjJune 7-10Islamic:Eid-al-AdhaJune 19Roman Catholic:Feast of Corpus ChristiJune 2-3Jewish:ShavuotJune 8Christian:Pentecost(Whit Sunday)25Jain:Mahavir JayantiSikh,Hindu:VaisakhiJewish:PassoverTreat Republic Reachdesk MarketplacePellatt Reachdesk MarketplaceOlive and Cocoa Reachdesk MarketplaceHoliday-themed message:Holiday-themed message:Holiday-themed message:Honor Mahavir Jayanti with a mindful gift like a meditation journal,an eco-friendly plant,or a beautifully crafted candle symbolizing inner peace and enlightenment.Commemorate Vaisakhi with a traditional treat like spiced nuts,a floral arrangement,or a handwoven scarf to help your prospects celebrate the harvest season.Celebrate Passover with a thoughtful gift like a kosher gift basket,a handcrafted Seder plate,or a book of Passover stories.“Wishing you peace and prosperity on Mahavir Jayanti.May this day inspire compassion,wisdom,and new beginnings.”“Happy Vaisakhi!Wishing you prosperity,happiness,and success in the year ahead.Lets connect and grow together!”“Chag Pesach Sameach!Wishing you and your loved ones a meaningful Passover filled with joy,peace,and togetherness.”April 10April 14 Vendor ShowcaseApril 13-20 APRILMAYJUNEMONTHLY CAMPAIGNSSPORTS EVENTSRELIGIOUS DATESCHECKLISTINSIGHTSWRAPPING UPCorporate gifting in Q2 2025:Your complete guide26Pagan and Wiccan:BeltaneHoliday-themed message:Celebrate Beltane with a gift like a handcrafted dreamcatcher,a set of wildflowers,or a floral crown kit to embody the spirit of renewal and nature.“Welcoming the warmth and renewal of Beltane!May this season bring creativity,growth,and new opportunities our way.”May 1 Buddhist:VesakHoliday-themed message:Honor Vesak with a spiritual gift like a handcrafted lotus bowl,a set of organic incense with a burner,or a donation to a community-building cause in their name.“Happy Vesak!May this day of reflection and kindness bring clarity,joy,and wisdom to your life.”May 12Buddhist:Buddhas BirthdayHoliday-themed message:Mark the occasion with a thoughtful gift like a hand-painted Tibetan prayer flag,a Himalayan salt lamp for calming ambiance,or a set of loose-leaf tea with a Zen-inspired tea infuser.“Wishing you peace and enlightenment on Buddhas Birthday.May this day bring mindfulness and balance into your journey.”May 5Unicestas Reachdesk MarketplaceCamellios Reachdesk MarketplaceExclusive Business Gifts Reachdesk MarketplaceVendor ShowcaseAPRILMAYJUNEMONTHLY CAMPAIGNSSPORTS EVENTSRELIGIOUS DATESCHECKLISTINSIGHTSWRAPPING UPCorporate gifting in Q2 2025:Your complete guide27Jewish:Lag BaOmerJewish:ShavuotBahai:Ascension of BahaullahRed Velvet NYC Reachdesk MarketplaceBrandSTIK Reachdesk MarketplaceSpicers Of Hythe Reachdesk MarketplaceHoliday-themed message:Holiday-themed message:Holiday-themed message:Celebrate Lag BaOmer with a festive gift like a gourmet smores cupcake kit for bonfires or a handcrafted wooden keepsake.Commemorate Shavuot with a dairy-themed gift basket,a set of artisan cheeses with crackers,or a set of elegant hand-painted ceramic bowls for the celebration feast.Honor this sacred day with a symbolic gift like a beautiful glass or crystal ornament representing unity,a nature-inspired journal with inspirational quotes,or a set of luxurious tea blends.“Wishing you a joyous Lag BaOmer!May this day be filled with celebration,warmth,and meaningful connections.”“Chag Shavuot Sameach!Wishing you a meaningful and joyous festival filled with wisdom and tradition.”“Reflecting on peace and wisdom this Ascension Day.May the teachings of Bahaullah continue to inspire us toward unity and progress.”May 16June 2-3Vendor ShowcaseMay 28APRILMAYJUNEMONTHLY CAMPAIGNSSPORTS EVENTSRELIGIOUS DATESCHECKLISTINSIGHTSWRAPPING UPCorporate gifting in Q2 2025:Your complete guide28Islamic:The HajjHoliday-themed message:Recognize the significance of Hajj with a respectful gift like a finely crafted prayer rug,a set of personalized Islamic calligraphy,or a gift set with dates and premium Arabic coffee.“Wishing all those undertaking Hajj a blessed and spiritually fulfilling journey.May this sacred pilgrimage bring peace and enlightenment.”June 5-9 Bateel Reachdesk MarketplaceGift Lady Reachdesk MarketplaceVendor ShowcaseIslamic:Eid-al-AdhaHoliday-themed message:Celebrate Eid-al-Adha with a heartfelt gift like a luxury chocolate halal gift basket,a decorative Islamic lantern,or a contribution to a charity of their choice.“Eid Mubarak!May this Eid bring joy,generosity,and togetherness to you and your loved ones.”June 7-10APRILMAYJUNEMONTHLY CAMPAIGNSSPORTS EVENTSRELIGIOUS DATESCHECKLISTINSIGHTSWRAPPING UPCorporate gifting in Q2 2025:Your complete guide29Roman Catholic:Feast of Corpus ChristiChristian:Pentecost(Whit Sunday)Holiday-themed message:Holiday-themed message:Celebrate Corpus Christi with a thoughtful gift like a handcrafted rosary with a wooden box,a spiritual painting or print,or a donation to a community initiative that aligns with the days teachings.Honor Pentecost with a symbolic gift like a flame-inspired candle,a faith-based book,or a personalized prayer journal.“Blessings on the Feast of Corpus Christi.May this day bring you peace,gratitude,and a renewed sense of purpose.”“Wishing you a blessed Pentecost!May this day bring renewal,faith,and inspiration to all.”June 19June 8Swanky Badger Reachdesk MarketplaceAmerican Red Cross US Charity Reachdesk MarketplaceCharityChoice eGift Card Reachdesk MarketplaceNational Trust Charity Reachdesk MarketplaceVendor ShowcaseAPRILMAYJUNEMONTHLY CAMPAIGNSSPORTS EVENTSRELIGIOUS DATESCHECKLISTINSIGHTSWRAPPING UPCorporate gifting in Q2 2025:Your complete guide30Your checklist for 2025 corporate gifting successGenerate pipeline,accelerate deals and strengthen customer relationships with our essential corporate gifting tips.Set your Q2 goalsSet your contact list earlyCraft your message with careMaximize your budgetSend on timePersonalize,personalize,personalizeTrack your successWhats your goal this season?Whether its thanking a long-term client,sparking a new opportunity,or reigniting a cold conversation,make sure your gift and message reflect your intent to guarantee your campaigns success.Whos on your gifting list this Q2?Tailor your campaign to fit your goals,budget,and audience.Focus on gifts and messages that resonatewhether for a loyal customer,new partner,or prospectto make a lasting impact.Keep it short,sweet,and seasonal.Personalize your message to match your goal,and add a clear call to action if needed.Let Reachdesks AI help craft the perfect note to enhance your thoughtful gift.You dont have to break the bank to make an impact.Its the thought,timing,and message that count.A well-timed coffee voucher can warm hearts and build connectionswithout breaking the budget.Double-check addresses and shipping details to ensure your gifts arrive on time.Use Reachdesks Address Confirmation feature to save time and avoid delays.Be mindful of local customs and regulations.Make sure your gift and unboxing experience are as refreshing and inviting as blooming flowers in spring.Use Reachdesks AI to add that personal touch that makes your message stand out and feel extra special.Use tools like Reachdesk Insights and CRM integrations to measure your gifting success.Track gift redemptions,pipeline influence,and how your gifts nurture lasting relationships,setting the stage for new beginnings.APRILMAYJUNEMONTHLY CAMPAIGNSSPORTS EVENTSRELIGIOUS DATESCHECKLISTINSIGHTSWRAPPING UPCorporate gifting in Q2 2025:Your complete guide31Reachdesk insights and product updatesLevel up your Q2 gifting campaigns with Reachdesks all-in-one solution for global gifting.Swag management without the hassleNo more disconnected gifting workflows with seamless tech stack integrationManaging branded swag can be chaoticlost inventory,shipping delays,and cluttered storage.With Reachdesks Merch Builder&Store Portals,you can design custom swag,store it in our global warehouses,and distribute it effortlessly.Whether its for client gifting,employee engagement,or event giveaways,everything is managed in one seamless platform,ensuring your swag is always organized and delivered on time.Juggling multiple tools for gifting slows down your outreach and creates inefficiencies.Reachdesk integrates seamlessly with your CRM,marketing automation,sales engagement,and HR platforms,including Salesforce,HubSpot,Marketo,Salesloft,and BambooHR.Automate gift triggers,personalize outreach,and track impactall within your existing tech stack.From prospecting to customer retention,Reachdesk makes it easy to scale your gifting strategy without extra effort.12MAYJUNEMONTHLY CAMPAIGNSSPORTS EVENTSRELIGIOUS DATESCHECKLISTINSIGHTSWRAPPING UPAPRILCorporate gifting in Q2 2025:Your complete guide32Proving gifting ROI made simple with Reachdesk InsightsFaster,smarter warehouse&shipping managementTracking the impact of gifts on engagement and revenue can be challenging.Reachdesk Insights provides real-time data on redemptions,response rates,and pipeline influence,helping you measure success and optimize future campaigns.With full CRM integration,you can easily tie gifting efforts to business outcomes and make data-driven decisions.Manually updating item details and tracking shipping requirements is time-consuming and error-prone.Our AI-powered autofill automatically fills in product details,while new shipping flags help you manage restrictions like alcohol or lithium batteries.These updates roll out March 17th,ensuring smoother fulfillment and fewer delays.Stay ahead by enabling AI in your settings for a seamless transition!And dont forget to check out this support article for more details.34AustralianUSD 12.00USD 15.00USD 23.00Spring into success in Q2!Book a demo today to see how Reachdesk can help you deliver impactful gifting campaigns that drive results from day one.Not yet a Reachdesk customer?MAYJUNEMONTHLY CAMPAIGNSSPORTS EVENTSRELIGIOUS DATESCHECKLISTINSIGHTSWRAPPING UPAPRILCorporate gifting in Q2 2025:Your complete G2 ReviewsReachdeskHQReachdeskWrapping UpSpring into renewal,growth,and fresh opportunities!We hope our Q2 Corporate Gifting Guide has inspired you to create thoughtful,impactful campaigns that strengthen relationships and leave a lasting impression.Whether youre celebrating milestones,re-engaging past connections,or delighting new prospects,now is the perfect time to make meaningful gestures that drive engagement.From wellness-themed sends to Pride Month celebrations and beyond,the possibilities are endless.Need more ideas to elevate your corporate gifting strategy?Request a demo with Reachdesk today and let us help you craft standout gifting experiences that fuel your growth.Wed love to hear from you!Drop us a line at were here to support you and bring your gifting campaigns to life.Heres to a bright and successful Q2!
2025-04-16
33页
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1|A Marketers Playbook for Growth:Building a Valuable First-Party Data Asset for MarketersAPRIL 2025BUILDING A VALUABLE FIRST-PARTY DATA ASSET A MARKETERS PLAYBOOK FOR GROWTH2|A Marketers Playbook for Growth:Building a Valuable First-Party Data Asset for MarketersABSTRACTCompanies are going to great lengths to treat their own data like any other asset that the company owns.The companies that lead the way to collect and cultivate first-party data have been companies in travel and hospitality,partially because these companies have a good perceived value equation for loyalty program awards(i.e.,providing value to consumers by using their excess capacity airline seats and hotel rooms as awards).However,even without the perceived value equation presented in the travel and hospitality industry,all companies have the potential to collect high-quality first-party data.This playbook will define first-party data and then make a recommendation for what to collect and how to collect it.First-party data is information that a company collects directly from users and customers,and which it owns.The data is usually acquired from multiple sources,including customer relationship management platforms,social media,transactional systems,an advertisers web and mobile analytics tools,subscriptions and newsletter signups,or marketing campaigns.It can also be taken from offline sources,e.g.,in-person events or sales calls.This playbook will cover companies along different stages of the first-party data journey.Collecting first-party data can be highly dependent on the industry type.Some of the key methods include implementing an analytics platform on your website to enhance the ability to track user behavior and extract valuable insights,encouraging users to register or create accounts on your website,newslet-ter sign-up forms,contact forms,surveys or feedback forms,and integrating social media platforms with your website.Various tools help businesses collect first-party data across different channels and touchpoints.Customer Data Platforms are among the most popular tools trending today.Marketers are also excited about the prospect of using artificial intelligence(AI)to derive deeper insights,brand personas,attributes that mimic the real world,and even AI-based focused groups that start with a valuable first-party data asset.3|A Marketers Playbook for Growth:Building a Valuable First-Party Data Asset for MarketersTABLE OF CONTENTSPREFACE.4INTRODUCTION.5FIRST-PARTY DATA.6What Is First-Party and What Isnt.6First-Party Data Collection.9Storing and Maintaining First-Party Data.10Analyzing First-Party Data.14First-Party Data Strategies.17Challenges with First-Party Data.20First-Party Data Legal and Compliance.21Valuation of First-party Data.22CONCLUSION.24REFERENCES.25ACKNOWLEDGEMENTS.264|A Marketers Playbook for Growth:Building a Valuable First-Party Data Asset for Marketers 87 percent of marketers believe that first-party data is critical for delivering personalized experiences.(Forbes)92 percent of marketers find first-party data to be the most valuable for targeting and segmentation purposes.(EMARKETER)Using first-party data for audience targeting leads to a 115 percent increase in click-through rates.(Neustar)69 percent of marketers use first-party data to improve customer retention and loyalty.(Adweek)First-party data-driven campaigns have a conver-sion rate of 60 percent compared to 2 percent for non-data-driven campaigns.(Researchscape)78 percent of businesses consider first-party data essential for building a deeper understanding of their customers.(Econsultancy)Data-driven marketing using first-party data can double revenue and increase cost savings by 160 percent.(BCG)Companies that leverage first-party data for targeting see a 68 percent improvement in customer lifetime value.(The CMO Survey)Companies which use exclusively first-party data to personalize customer experiences are growing at a rate of 10 percent annually.(Statista Research).First-party data helps reduce customer acquisition costs by 50 percent.(Forbes)83 percent of companies that exceeded their revenue goals used first-party data to guide their strategies.(Forbes)PREFACEThe above information from reputable sources over-whelmingly demonstrates the benefits of first-party data.It would be hard to argue against it.The motivation for the ANAs Data Excellence and Privacy Practice in writing this First-Party Data Playbook comes from a Boston Consulting Group research which found that only about 30 percent of companies are creating a single customer view across channels,and just 1 to 2 percent are using first-party data to deliver a full cross-channel experience for their customers.Its not new information that first-party data(proprietary information that a company collects directly from the customer/prospect)is critical for improving relationships with customers and driving an organizations KPIs.And for digital marketing activities,first-party data will become even more critical as more companies reduce their reliance on the use of third-party cookies to track website visitors.The decreasing effectiveness of third-party cookies is forcing marketers to get innovative with their measure-ment and targeting strategies.First-party data provides a wealth of information directly from customers and pros-pects.It allows companies to match audiences across ad platforms,reducing reliance on third-party cookie-based solutions.First-party data is becoming the preferred choice for marketers.This was highlighted recently when Salesforce noted that 78 percent of marketers now consider first-party data their most valuable asset for ad targeting.However,Google recently reported that while 90 percent of market-ers say that first-party data is important to their marketing efforts,just one in three claims to be using it effectively.This was a call to action for the Data Excellence and Privacy Team at the ANA to promote the collection and use of first-party data to our members.We hope that all our client-side marketing members can glean useful insights from this playbook and improve their data journey by collecting and utilizing their critical first-party data assets to achieve and exceed their mission.We hope you enjoy this playbook and look forward to your feedback!The ANA Data Excellence and Privacy PracticeTina Jordan Vice PresidentJeni Neiswonger Vice PresidentJoan FitzGeraldVice PresidentDavid Fogarty Senior Vice PresidentPREFACEINTRODUCTIONCONCLUSIONSFIRST-PARTY DATAREFERENCESACKNOWLEDGEMENTS5|A Marketers Playbook for Growth:Building a Valuable First-Party Data Asset for MarketersThe ANA recently reported in its Portfolio of Data Solu-tions Playbook that,as third-party cookies become less effective over time,one of the main alternatives is the collection and use of first-party data.We have come full circle since the use of cookies became popular due in part to companies not having first-party data.Companies are creating strategies to build trust with consumers regarding data,so consumers get value in exchange for their data being collected and used.Using first-party data,marketers can take targeting and personalization to a level not possible with only the use of data from third-party cookies.Companies are going to great lengths to treat their data like any other valuable asset that the company owns,putting in place processes to ensure data security and privacy.Brands in travel and hospitality were the first to cultivate first-party data,partially because these compa-nies have a strong perceived value equation for loyalty program awards(i.e.,providing value to consumers by using their excess capacity airline seats and hotel rooms as awards).However,even without the perceived value equation in industries such as travel and hospitality,all companies have the potential to collect high-quality first-party data.This is even the case for CPG companies,where the acquisition of first-party data from all their customers could be difficult and costly.This playbook will define first-party data and then make a recommen-dation for what to collect and how to collect it.It will also cover how to maintain,use,and protect it like any other valuable asset.INTRODUCTIONPREFACEINTRODUCTIONCONCLUSIONSFIRST-PARTY DATAREFERENCESACKNOWLEDGEMENTS6|A Marketers Playbook for Growth:Building a Valuable First-Party Data Asset for MarketersFirst-Party DataSecond-Party DataThird-Party DataZero-Party DataDirect relationship with the customerDirect customer relationshipIndirect customer relationshipDirect relationship with the customerIndividual dataIndividual dataIndividual data aggregated from various sourcesIndividual dataHigh accuracy and reliabilityHigh accuracy and reliabilityLow/unknown accuracy and reliabilityHigh accuracy and reliabilityNot sharedShared only with trusted partnersShared with many companiesNot sharedExamples:Customer email Phone number Purchase history Support history Loyalty program info Website activity Social media profiles Customer feedback Customer surveysExamples:Loyalty card purchase history Website activity Social media profilesExamples:Income Age Education Interests Activities Retailers used Products purchased Websites visited Survey responsesExamples:Communication preferences Product preferences Customized account configurationsBefore providing the full definition of“first-party data,”its important to distin-guish first-party data from other types.Much of the table to the right is from and demonstrates the different types of data we will be discussing.First-,second-,and third-party data is sometimes defined in the context of the business relationship between the parties.The ANA defines it in the context of each partys relationship with the customer.First-Party DataFirst-party data is information you gather directly from your customers through your own platforms,like your website or mobile app.This data comes from but is not limited to customer purchases,support interactions,purchase history,website activity,email engagement,sales interactions,subscriptions and newsletter signups,loyalty programs,social media,customer relationship management/customer data platform systems,and feedback.Customers opt in and agree to their data being collected and used.They trust your company to handle and use their data responsibly,and your brand is a large source of this trust.They expect you to stand by your brand.First-party data is the most valuable because its collected directly,ensuring it is high-quality,accurate,and relevant to your business.WHAT IS FIRST-PARTY AND WHAT ISNT WHAT IS FIRST-PARTY AND WHAT ISNTFIRST-PARTY DATA COLLECTIONSTORING AND MAINTAINING FIRST-PARTY DATAANALYZING FIRST-PARTY DATAFIRST-PARTY DATA STRATEGIESCHALLENGES WITH FIRST-PARTY DATAFIRST-PARTY DATA LEGAL AND COMPLIANCEVALUATION OF FIRST-PARTY DATAFour Types of DataSource:“What Is the Difference Between First-Party,Second-Party,and Third-Party Data?”(2022,July 24).Graphic and contents edited by the ANA.PREFACEINTRODUCTIONCONCLUSIONSFIRST-PARTY DATAREFERENCESACKNOWLEDGEMENTS7|A Marketers Playbook for Growth:Building a Valuable First-Party Data Asset for MarketersWHAT IS FIRST-PARTY AND WHAT ISNT Although collecting first-party data isnt difficult,different systems may handle it inconsistently.To maintain consis-tency,use a central platform,like a customer data plat-form(CDP),to consolidate and standardize the data for all systems.Organizations should protect their customers data and should realize that their brand can be tarnished if they are not managing the data well.Second-Party DataSecond-party data comes from trusted partner compa-nies that have a direct relationship with your customers,including sales channels such as retailers,franchises or booking agents.Second-party data partners can also be companies that serve your customers with entirely different categories of products or services than you sell.The direct customer relationship helps ensure the quality and relevance of the second party data.You can also access it via data marketplaces,allowing you to select the information you need.Second-party data resembles first-party data but is collected by a trusted partner through their own direct relationship with your customers.The second party data partner may engage with all or some of your customers and may have their own customers that you dont share with them.Benefits include scaling to new audiences,enhancing predictive models,and gaining better insights by combining it with your data.Examples include media publishers providing access to their data to advertisers or grocery stores providing access to their loyalty data to CPG brands.Manage and validate second-party data as meticulously as first-party data.Examples of first-party data and their various sourcesSource:https:/ SourceMeasuresWebsite and appHow users spend time on your page or app.Email and newsletter subscribersHow many times people have opened links in your newsletters.Social media channelsHow your audience responds to posts on your social media pages with comments and likes.CRMYour companys contact,account,and opportunity information.DemographicsCountry,age,and gender of customers who repsond to your messaging.Customer feedbackSurvey about how customers like your new product or service.Service and chat transcriptsMost commonly asked questions and customer sentiment toward your product or service.Information about possible temporary issues with a product.Purchasing historyWhat type of products your customers have bought historically.WHAT IS FIRST-PARTY AND WHAT ISNTFIRST-PARTY DATA COLLECTIONSTORING AND MAINTAINING FIRST-PARTY DATAANALYZING FIRST-PARTY DATAFIRST-PARTY DATA STRATEGIESCHALLENGES WITH FIRST-PARTY DATAFIRST-PARTY DATA LEGAL AND COMPLIANCEVALUATION OF FIRST-PARTY DATAPREFACEINTRODUCTIONCONCLUSIONSFIRST-PARTY DATAREFERENCESACKNOWLEDGEMENTS8|A Marketers Playbook for Growth:Building a Valuable First-Party Data Asset for MarketersThird-Party DataThird-party data,in contrast to first-party data,is sourced from data aggregators which compile information from various companies and can include diverse datasets without a clear audience definition.Third-party data from providers such as Acxiom,Data Axle,Epsilon,Experian,Nielsen,and OnAudience are primarily used for adver-tising through demand-side platforms such as Adform,Beeswax,Criteo,Demandbase,The Trade Desk,and ZoomInfo or data management platforms(DMPs),such as Adobe,Amobee,Google,Lotame,and Salesforce.Benefits of purchasing third-party data include reaching broad audiences and improving targeting when combined with first-party data.However,the source and reliability of the data can be uncertain.Data provenance may be difficult to establish with certainty.Third-party data is a good source to accompany and augment your first-party data.You may have access to third-party data from the providers listed above and also from ad platforms providing advertising and other customer information.When combined with first-party data,it can be an excellent asset for greater insights about customers.The figure to the right from Acxiom demonstrates the value of first-party and third-party data.Zero-Party DataTheres emerging interest in a new category known as zero-party data.This term,although novel,can be confusing due to its many similarities with first-party data.Forrester Research defines zero-party data as“data that a customer intentionally and proactively shares with a brand,”which may include preference center information,purchase intentions,personal context,and how the customer prefers the brand to acknowledge them.Kim Davis,editorial director at MarTech.org,explained in a recent episode of Customer Data Perspectives,“Zero-party data is information that illuminates their interests,activities,and behaviors.It offers actionable insights.”According to Davis,this type of data can facilitate personalized experiences early in the customer journey.There is some skepticism regarding the necessity of introducing another data type,particularly one implying a more direct connection to the customer.Nonetheless,the term zero-party data is becoming more prevalent,making it essential to comprehend.As a subset of first-party data,zero-party data must comply with all associated management regulations and best practices.It provides opportunities to create personalized,relevant experiences,similar to other types of data.WHAT IS FIRST-PARTY AND WHAT ISNT Both audiences are uniquely valuable3rd party data brings significant value,allowing brands the opportunity to convert new customersSource:Magna,MediaTrails,and Axciom.Data Pitfalls to AvoidWHAT IS FIRST-PARTY AND WHAT ISNTFIRST-PARTY DATA COLLECTIONSTORING AND MAINTAINING FIRST-PARTY DATAANALYZING FIRST-PARTY DATAFIRST-PARTY DATA STRATEGIESCHALLENGES WITH FIRST-PARTY DATAFIRST-PARTY DATA LEGAL AND COMPLIANCEVALUATION OF FIRST-PARTY DATAPREFACEINTRODUCTIONCONCLUSIONSFIRST-PARTY DATAREFERENCESACKNOWLEDGEMENTS9|A Marketers Playbook for Growth:Building a Valuable First-Party Data Asset for MarketersCollecting first-party data can be highly dependent on the industry type.Some of the key methods include implementing an analytics platform on your website to enhance the ability to track user behavior and extract valuable insights,encouraging users to register or create accounts on your website,newsletter sign-up forms,contact forms,surveys or feedback forms,and integrating social media platforms with your website.Collecting first-party data is different if you are working at a B2B company versus a B2C company.In a B2C company you have consumers buying and engaging with your product and services.In a B2B company it is more typically a decision committee who determines which brand to use i.e.,a group of business executives who use the product and/or service to complete their commercial operation.B2B data can be easier to collect since there are a finite number of businesses in the U.S.and a limited number of employees within each company who form the decision committee.B2C cus-tomers can come from entire local,regional,national,or global populations.Various tools help businesses collect first-party data across different channels and touchpoints.Customer data platforms(CDPs)are among the most popular tools trending today.A CDP compiles data from multiple sources to create a combined centralized customer data-base containing data on all customer touchpoints and interactions with your product or service.CDPs are the FIRST-PARTY DATA COLLECTIONgo-to tool for first-party data storage,while mega-tools like Salesforce or Adobe are used for B2B.Research demonstrates that consumers are willing to give permis-sion for companies to collect and use their data as long as they are getting value for it and at the same time the company has agreed to protect the data.Companies are increasingly building data trust into their brands.The definition of brand trust is the confidence that customers have in your brands ability to deliver on what it promises.As a brand consistently meets the expectations it has set in the minds of customers,trust in that brand grows.Brand trust can also be affected by how well a brand lives by the values it proclaims to have.Some of the key components of trust over the years have been product or service quality and customer experience.Trust in protecting the customers data will increasingly become a key component of brand trust,and when companies realize this,they invest more in their data privacy and data protection.8 First-Party Data Collection TechniquesSource:https:/ IS FIRST-PARTY AND WHAT ISNTFIRST-PARTY DATA COLLECTIONSTORING AND MAINTAINING FIRST-PARTY DATAANALYZING FIRST-PARTY DATAFIRST-PARTY DATA STRATEGIESCHALLENGES WITH FIRST-PARTY DATAFIRST-PARTY DATA LEGAL AND COMPLIANCEVALUATION OF FIRST-PARTY DATAPREFACEINTRODUCTIONCONCLUSIONSFIRST-PARTY DATAREFERENCESACKNOWLEDGEMENTSGain valuable insights into customers preferences and opinions.Routinely analyze user behavior so you can person-alize the user experienceMake it easy for existingcustomers to provide feedback.Every customer touchpoint provides a rich opportunity to fine-tune your services.Activate user-consented data methods while building up your email list.Continually engage with your customers so you can collect real-time data reflecting needs,pain points,and preferences.Use data analytics to get a grasp on what users are most interested in.Notice what the audience is responding to,what they like or dislike about your brand,and whats resonating most.10|A Marketers Playbook for Growth:Building a Valuable First-Party Data Asset for MarketersFirst-party data is dynamic and subject to change.Contact information becomes outdated,preferences shift,and user behavior evolves.To maintain data accu-racy and relevance,its crucial to establish data maintenance processes.Regularly update your customer profiles,validate email addresses,and remove duplicate or obsolete records.Consider implementing data validation and cleaning tools to automate this process.Additionally,periodically review and refine your data collection practices to align with changing privacy regula-tions and user expectations.Use a Consent Management Platform(CMP)to to collect and update user preferences and ensure compliance with data protection laws.STORING AND MAINTAINING FIRST-PARTY DATAIt is our recommendation that client-side marketers take a first step toward an efficient first-party data strategy by getting their data house in order,ensuring the company has access to quality data,preferably through a customer data platform.Research shows that many companies opt to skip this step because they are eager to start using their first-party data and engaging with customers.Heading straight for the tactics without creating a good data strategy is risky.A customer data platform is a software application that has a compilation of data from multiple tools with the aim of creating a combined centralized customer data-base containing data on all customer touch points and customer interactions with your product or service.The CDP can then be segmented in an infinite number of ways to create personalized marketing campaigns approaching a 1:1 relationship with the customer.In terms of what a CDP does,we feel the results every time we initiate a search for a product online.When we finally decide on one or two choices,we then go onto the adver-tisers website.After making several visits,the experience we get is more customized.This is the work of a CDP.Now lets switch over to the advertiser.Imagine any company attempting to understand its customers better.It would use a CDP to collect data from touch points like social media,owned media including the companys website and email,and any other place a customer or prospect might interact with the company.The CDP will gather all those data points and consolidate them into an easily understandable unique customer profile.That profile and the data will then be made available to additional qualified systems that might need it,including social media ad platforms.This process enables the company to analyze and segment its data to understand its audience and create better personalization for its marketing campaigns.For instance,marketers could easily create a customized audience based on everyone who has engaged in a live chat or has visited a specific page on their website.In addition,they could rapidly segment the data on site visitors whove attempted to order one or more items but ended up abandoning their carts.An important distinction we should discuss is the differ-ence between customer data platforms,data manage-ment platforms,and customer relationship management platforms.Quite often,since customer data platforms and data management platforms both handle custom-er data and/or leads,people get confused.There are instances where a solution is marketed as a CDP,but it is actually a DMP or CRM that may have limited CDP capabilities.CDPs and DMPs are both considered to be marketing and advertising tools,in that order.They have similar sounding acronyms and,in some ways,work in the same way.For instance,both of them use existing data,generate reports and analyses,and help to create a single view of the customer.With both the CDP and a DMP,digital marketers can highly personalize their marketing campaigns and drive leads in addition to ascertaining campaign effectiveness.The major difference is that CDPs handle customer data.For most CDPs,this customer data comes in the form of first-party data.This is very different from DMPs,which are primarily powered by third-party data.DMPs are used only in advertising and are not designed to help you personalize your own marketing campaigns.WHAT IS FIRST-PARTY AND WHAT ISNTFIRST-PARTY DATA COLLECTIONSTORING AND MAINTAINING FIRST-PARTY DATAANALYZING FIRST-PARTY DATAFIRST-PARTY DATA STRATEGIESCHALLENGES WITH FIRST-PARTY DATAFIRST-PARTY DATA LEGAL AND COMPLIANCEVALUATION OF FIRST-PARTY DATAPREFACEINTRODUCTIONCONCLUSIONSFIRST-PARTY DATAREFERENCESACKNOWLEDGEMENTS11|A Marketers Playbook for Growth:Building a Valuable First-Party Data Asset for MarketersThird-party data companies such as Acxiom,Epsilon,Experion,and TransUnion sell their data to marketers to target potential new customers with advertising,personalize websites to attract new visitors,and monetize apps without another revenue stream.Since the data often changes hands,data provenance and consent may be difficult to establish with certainty.With first-party data,you are much less likely to struggle with establishing data provenance and activating the data based on consumer data preferences because you know exactly how,when,where,and why you collected your data in the first place.Customer data integration is what CDPs do with the data.Customer data integration involves combining identifiers and information from separate databases into a more usable form for crisper analysis.Customer data integra-tion is what allows your CDP to operate.There are a few different types of data integration and methods to do it.CDPs primarily use consolidation to integrate data.Consolidation involves taking data from multiple data sources and storing it in a central data warehouse or data mart.To get the most out of their CDPs,client-side marketers should fully understand their customer data and how CDPs use it.We recommend that client-side marketers focus on three things:1.Their key metric.Ideally,this should be the most important one for the team.2.Being thoughtful about what they are collecting,using a concept called“data minimization”to collect only the data that is required and relevant.3.Making sure the data is properly stored in a secure data warehouse or data lake and that technologies such as encryption are used to protect personal data.Examples of the benefits of having a CDP:Segment by customer data/single view of the customer More organized customer data management More insightful customer analytics Improved data protection and privacyThe next step is figuring out which CDP among the many solutions available is right for your company.Choosing the right CDP is a huge decision.It is definitely not a random pick.You will need to find one that works with your specific requirements,has similar use cases,and is experienced working with companies in your specific industry.This must be a cross-functional effort within your company rather than just IT or Marketing making the decision.In the article“How to Choose the Right CDP for You,”CDP.com put together the following list of items to consider when conducting an RFP and choosing a customer data platform:Define the business case and stakeholders:Begin the process by engaging the right stakehold-ers and aligning around the overall short-term and long-term goals for your customer data platform.Gather RFP requirements:Work with stakeholders to define the core use cases,requirements,and capabilities you will need from your CDP.Create your RFP document:After you have your stakeholders and know your requirements,its time to document the questions youll need to ask prospective vendors.This will form your RFP document.Identify participating vendors:Finding the right vendor for your business is going to make the difference between implementation success and long-term business value.Work with internal stakeholders to identify a list of vendors youd like to engage in a request for proposal.Outside consultants and industry experts can also help make recommendations for vendors based on your requirements.Participate in RFP responses and demos:Engage vendors in your RFP.Put the right amount of time and effort into the RFP response process to ensure you get the right shortlist of vendors to participate in a demo.Evaluate vendors against scoring criteria:This is where the strategic scoring process begins to refine your shortlist.Select the right CDP:With your top vendors identified,ensure you tie up any loose ends to choose a winning vendor that meets your needs.Create the final contract:Once you have selected the right vendor,all scores should be passed to your legal department for reference.A statement of work also needs to be created to validate initial pricing considerations and provide a framework or the ongoing partnership.STORING AND MAINTAINING FIRST-PARTY DATAWHAT IS FIRST-PARTY AND WHAT ISNTFIRST-PARTY DATA COLLECTIONSTORING AND MAINTAINING FIRST-PARTY DATAANALYZING FIRST-PARTY DATAFIRST-PARTY DATA STRATEGIESCHALLENGES WITH FIRST-PARTY DATAFIRST-PARTY DATA LEGAL AND COMPLIANCEVALUATION OF FIRST-PARTY DATAPREFACEINTRODUCTIONCONCLUSIONSFIRST-PARTY DATAREFERENCESACKNOWLEDGEMENTS12|A Marketers Playbook for Growth:Building a Valuable First-Party Data Asset for MarketersAlong with evaluating the CDP vendors themselves,its also important to determine what internal resources,skills,and processes will be needed within your own company.A CDP,data lake,and data warehouse are tools for managing large amounts of data,but they have diff-erent purposes and use cases:A CDP is a centralized platform that collects,organizes,and activates customer data,enabling marketers to create unified customer views and personalized experiences.CDPs are user-friendly and process data in real time,ideal for businesses needing quick decisions.A data lake stores raw and structured data from various sources,including sources used by the CDP.It requires data processing before usage,and if accessed directly it would be by data scientists,engineers,and analysts.A data lake can be the source of raw customer data for a CDP.A data warehouse is a repository of historical data that is accessible to business intelligence and other platforms and users such as data scientists,engineers,and analysts.It is typically populated using the raw data in the data lake.While CDPs and data lakes serve different purposes,they complement each other by creating a powerful data-driven organization.A data lake serves as the central repository for raw data,allowing you to store your data in any format and eliminating data silos.It creates centralized storage,which is a strong foundation for further processing of and access to the data in a data warehouse and by ad platforms,data analysts,and data scientists using machine learning and AI-powered analytics.Data LakeSource:https:/ AND MAINTAINING FIRST-PARTY DATAWHAT IS FIRST-PARTY AND WHAT ISNTFIRST-PARTY DATA COLLECTIONSTORING AND MAINTAINING FIRST-PARTY DATAANALYZING FIRST-PARTY DATAFIRST-PARTY DATA STRATEGIESCHALLENGES WITH FIRST-PARTY DATAFIRST-PARTY DATA LEGAL AND COMPLIANCEVALUATION OF FIRST-PARTY DATAPREFACEINTRODUCTIONCONCLUSIONSFIRST-PARTY DATAREFERENCESACKNOWLEDGEMENTS13|A Marketers Playbook for Growth:Building a Valuable First-Party Data Asset for MarketersDyrect provided first-party data collection best practices outside of some of the tools to collect first-party data that we discussed above:1.Clearly Communicate Data Collection Practices and Obtain Consumer PreferencesTransparency is key when it comes to collecting first-party data.Inform your customers about what data you collect,how it will be used,and whether it will be shared with third parties.This can be done through clear and concise privacy policies,terms of use,and pop-up forms.Respect their privacy choices and allow them to modify their preferences easily.2.Use Data Capture Forms on Your Website and Mobile AppsData capture forms are essential tools for collecting first-party data.These forms can include registration forms,newsletter sign-ups,contact forms,and feedback surveys.When designing these forms,keep them user-friendly,concise,and mobile-responsive.Ask for information that is relevant to your business needs and objectives.Avoid overwhelming users with unnecessary data entry fields,as this can discourage them from sharing their data.3.Encourage Customers to Create Accounts or ProfilesEncouraging customers to create accounts or profiles can be a valuable strategy for collecting first-party data.You gain access to basic contact information and create opportunities for customers to share preferences,purchase histories,and more.Offer incentives like personalized recommenda-tions,exclusive discounts,or members-only con-tent to entice users to create accounts.Emphasize the benefits they will receive in return for sharing their information.4.Implement Analytics Tools to Track User BehaviorTo gain deeper insights into customer behavior,its essential to implement analytics tools on your website and mobile apps.Examples include Amplitude,Fullstory,Google Analytics,Hotjar,and Mixpanel.These tools can track user interactions,navigation paths,and engagement metrics.They provide valuable data on which pages are most visited,which products are frequently viewed,and where users drop off during the checkout process.Analyzing this data allows you to make data-driven decisions,optimize your website,and enhance the user experience.Ensure that you are fully leveraging the capabilities of your chosen analytics platform and regularly review the collected data to identify trends and areas for improvement.AI is emerging as a pow-erful tool to help identify those trends,analyze the data-and derive new insights from first-party data.STORING AND MAINTAINING FIRST-PARTY DATAWHAT IS FIRST-PARTY AND WHAT ISNTFIRST-PARTY DATA COLLECTIONSTORING AND MAINTAINING FIRST-PARTY DATAANALYZING FIRST-PARTY DATAFIRST-PARTY DATA STRATEGIESCHALLENGES WITH FIRST-PARTY DATAFIRST-PARTY DATA LEGAL AND COMPLIANCEVALUATION OF FIRST-PARTY DATAPREFACEINTRODUCTIONCONCLUSIONSFIRST-PARTY DATAREFERENCESACKNOWLEDGEMENTS14|A Marketers Playbook for Growth:Building a Valuable First-Party Data Asset for MarketersDyrect provided a look at some of the best ways to make use of first-party data once you collect it and have it in a CDP or data lake.Target Customers with Improved FocusFirst-party data enables highly targeted marketing campaigns.By analyzing customer behavior and past interactions,you can create personalized messages and product recommendations.For example,if a customer often buys skiing gear,you can send them offers for new equipment or accessories.This personalization boosts conversion chances and improves brand perception.The best kind of marketing feels like its 1:1.By collecting customer data and creating campaigns to match specific customer profiles,marketers can send extremely personalized emails and messages to customers at scale.Emails based on the context of what a customer has and hasnt done on your website or with your brands are more likely to convert than a batch-and-blast email marketing strategy.Increase engagement by your customers with personalized campaigns and aim to use the data to measure the ROI of each campaign.Get Omnichannel InsightsCustomers interact with businesses in-store,on websites,through mobile apps,and via social media.First-party data provides insights into their journey and preferences by analyzing these interactions.By tracking behavior and preferences,you can optimize marketing efforts and ensure consistent customer experience across all channels.ANALYZING FIRST-PARTY DATAOffer Tailored,Relevant Post-Purchase ExperiencesUtilizing first-party data can significantly enhance a customers experiences through the provision of personalized content,offers,and customer service.The customers journey does not conclude with a pur-chase;it also extends into post-purchase experiences.For example,if a customer has recently acquired a PC from your electronics store,you can send them tips on maximizing its features,recommend exclusive discounts on related products,or recommend compatible accesso-ries.This approach not only encourages repeat purchases but also fosters customer loyalty.Target Customers with Improved FocusHow is First-Party Data Best Used?Get Omnichannel InsightsOffer Tailored,Relevant Post-Purchase ExperiencesCreate a Single Customer ViewUse first-party data for highly targeted marketing campaigns.Engage with customers on their preferred channels.Create personalized post-purchase content,offers,and customer service.Integrate data from various sources to create a unified customer view.Source:Dyrect1234WHAT IS FIRST-PARTY AND WHAT ISNTFIRST-PARTY DATA COLLECTIONSTORING AND MAINTAINING FIRST-PARTY DATAANALYZING FIRST-PARTY DATAFIRST-PARTY DATA STRATEGIESCHALLENGES WITH FIRST-PARTY DATAFIRST-PARTY DATA LEGAL AND COMPLIANCEVALUATION OF FIRST-PARTY DATAPREFACEINTRODUCTIONCONCLUSIONSFIRST-PARTY DATAREFERENCESACKNOWLEDGEMENTS15|A Marketers Playbook for Growth:Building a Valuable First-Party Data Asset for MarketersPost-purchase customer analytics can also help make your product more useful to your customers.That will increase customer satisfaction and/or reduce your churn risk two things that many companies are constantly pursuing.Data-driven product strategies,powered by insights from first-party data,can boost product engagement,increase customer satisfaction,and enable campaigns that maximize ROI across multiple channels.This approach is key to building stronger user relationships,driving product loyalty,and increasing revenue.Create and Analyze a Single Customer ViewHaving a single customer view allows you to maintain consistency in your interactions with customers across different touchpoints.Creating this view,which entails the integration of data from various sources to build a unified customer profile,is a key strategy for businesses.All functional areas within the company should have access to the same information.This information can then be segmented and modeled to extract useful insights.Overall,this ensures a satisfying and cohesive customer experience when its used for customer service or highly personalized offers.ANALYZING FIRST-PARTY DATAWHAT IS FIRST-PARTY AND WHAT ISNTFIRST-PARTY DATA COLLECTIONSTORING AND MAINTAINING FIRST-PARTY DATAANALYZING FIRST-PARTY DATAFIRST-PARTY DATA STRATEGIESCHALLENGES WITH FIRST-PARTY DATAFIRST-PARTY DATA LEGAL AND COMPLIANCEVALUATION OF FIRST-PARTY DATAPREFACEINTRODUCTIONCONCLUSIONSFIRST-PARTY DATAREFERENCESACKNOWLEDGEMENTS16|A Marketers Playbook for Growth:Building a Valuable First-Party Data Asset for MarketersANALYZING FIRST-PARTY DATAWHAT IS FIRST-PARTY AND WHAT ISNTFIRST-PARTY DATA COLLECTIONSTORING AND MAINTAINING FIRST-PARTY DATAANALYZING FIRST-PARTY DATAFIRST-PARTY DATA STRATEGIESCHALLENGES WITH FIRST-PARTY DATAFIRST-PARTY DATA LEGAL AND COMPLIANCEVALUATION OF FIRST-PARTY DATAPREFACEINTRODUCTIONCONCLUSIONSFIRST-PARTY DATAREFERENCESACKNOWLEDGEMENTSObtain Insights About the Marketing FunnelAfter organizing your data,optimize your funnel from the bottom up.Focus on retaining users before attracting new ones by increasing traffic and conversions.Unified data across your enterprise and media partners helps identify customer behavior trends.Analyze buying patterns,engagement times,and repeat purchases to target audiences and build loyalty.Monitor funnel metrics like engagement rates,acquisition,and monetization to understand the customer journey.Address the weakest part of the funnel,whether its acquisition,engagement,or monetization.Gather and Analyze Targeted User FeedbackTo make sure youre building something people want,talk to your customers.The best product companies have tight communication loops with their customers.Customer data makes this easier,since you can easily target surveys and chats to particular groups of users.Youd probably have different questions for power,casual,and dormant user segments.This data then needs to be analyzed to obtain insights into what customers are already doing,what they are missing,and what they are having trouble with.This will allow companies to maximize lifetime value and provide better support for their customers.Enrichment and Lookalike ModelsWhat if you dont have enough first-party data to have a strategy for your entire customer population?Marketers often enrich their data using external sources(third-party data)to fill the gaps in their customer or client profiles.For example,if a marketer owns only email address,by integrating them with third-party data,the marketer can gain knowledge about users interests,demographics,or purchase intentions.This can be useful in planning future campaigns.Another method is to create an expanded pool of prospects using lookalike models by taking the known data from your customers,synthesizing it into data attributes that are relevant to the profile of your best or most profitable customers,and selecting“lookalike”users from third-party data that have those same attributes.This way you have a complete dataset with some inferred data and some actual.From first-party data you can build any segments from third-party data that is available on digital data market-places.For example,if you run an online shop with pet accessories,you can create segments of users who often buy pet accessories,spend over$200 monthly,or are only from the U.S.Examples of first-party data are similar to the data points from which third-party data lookalike models and/or segments are created.It contains timestamps,visited URLs,localization,IP,browsers language,and so on.From these data points and other data that you collect through your website,you can build segments or lookalike models such as:Demographic:Age 1824 Interests:Outdoors Purchase Intentions:Pet Accessories Location:Suburban U.S.Companies like Resonate use the power of cloud computing and billions of records to help you create custom audiences which then can be converted into customers,building new first-party data or bolted on to your existing first-party data.AI Powered Customer AnalyticsAI has the potential to power even more productivity from your analytics.There are many examples of the power of AI to accelerate use of and derive insights from first-party data.Identifying and enriching your first-party data with synthetic attributes that mimic real-world attributes,accelerating data collection with deeper insights.Creating qualitative data that mimics the results from real-world focus groups,but faster and with much less cost.Analyzing disparate first-party data from a wide range of different sources,storage locations,and collected at different times to create convenient,consolidated views of your customers.Applying first-party insights to third-party data,quickly identifying prospects for customer acquisition campaigns.17|A Marketers Playbook for Growth:Building a Valuable First-Party Data Asset for MarketersTo find out why top brands are getting more value from their first-party data,BCG and Google interviewed marketing executives at 23 companies and seven advertising agencies across North America in 2020.Key findings show that top brands which are advanced in their first-party data strategies take three actions:1.Develop a comprehensive data strategy to prioritize investment and garner buy-in.2.Test,learn,and measure to determine the best activation methods.3.Build robust in-house tech capabilities while relying on strategic partners for other kinds of expertise.If you dont have a strategy for your first-party data,you should develop one as soon as possible.Customers may have opted in to give you this information,but you are responsible for collecting,storing,and using it to build better experiences for them.If you are successful with this,your company will reap big benefits.To build a first-party data strategy,the ANA recommends:Define Your Goals and ObjectivesIdentify your business goals.Are you aiming to enhance customer loyalty and support,sell a product,and/or attract new customers?Regardless of the type of data collection you want to use,your business goals need FIRST-PARTY DATA STRATEGIESto be clear and defined.You may need to update them to fit the first-party data strategy context.There are many valuable use cases for your own data compared to second-or third-party data:Create better loyalty programs.Boost new customer retention rates.Use marketing automation to deliver more personalized experiences.Empower your current digital marketing initiatives with better attribution modeling.Analyze specific customer behaviors.Retarget website visitors on social media in real time based on purchase history.Optimize customer experiences based on customer profiles and data points.Improve identity resolution for a more accurate 360-degree customer view.At all times you need to foster a data-driven culture.This entails encouraging product teams to embrace data as a vital tool for making decisions about app features,website designs,and other product improvements.5 Key Steps to Creating a First-Party Data StrategySource:https:/ are your business objectives?What data is required?What to measure and where?Who is yourtarget audience?Which system needs to receive the data?12345WHAT IS FIRST-PARTY AND WHAT ISNTFIRST-PARTY DATA COLLECTIONSTORING AND MAINTAINING FIRST-PARTY DATAANALYZING FIRST-PARTY DATAFIRST-PARTY DATA STRATEGIESCHALLENGES WITH FIRST-PARTY DATAFIRST-PARTY DATA LEGAL AND COMPLIANCEVALUATION OF FIRST-PARTY DATAPREFACEINTRODUCTIONCONCLUSIONSFIRST-PARTY DATAREFERENCESACKNOWLEDGEMENTS18|A Marketers Playbook for Growth:Building a Valuable First-Party Data Asset for MarketersRemember the fundamental objectives.Dont just collect data;use it to solve product challenges.SMART goals(Specific,Measurable,Assignable,Realistic,and Time-related)work well here.Think about your pressing product questions:personal-ization,re-engaging lost conversions,reducing fraud,or identifying hidden issues.To deliver a personalized experience,focus on understanding your customers likes and dislikes.To re-engage lost conversions,analyze cart abandonment patterns for breaks in the customer journey or poorly timed chatbot messages.To assess UX improvements,compare behavioral metrics before and after updates.Once your goals are clear,outline the activities and tactics to achieve them.These actions will determine the type of first-party data required.These goals will shape your first-party data strategy,aligning each step with your business outcomes.Identify Customer Data Sources,Target Segments,and Type of Data CollectedFocus on capturing the data that provides valuable insights for enhancing your products features and user experience.FIRST-PARTY DATA STRATEGIESWHAT IS FIRST-PARTY AND WHAT ISNTFIRST-PARTY DATA COLLECTIONSTORING AND MAINTAINING FIRST-PARTY DATAANALYZING FIRST-PARTY DATAFIRST-PARTY DATA STRATEGIESCHALLENGES WITH FIRST-PARTY DATAFIRST-PARTY DATA LEGAL AND COMPLIANCEVALUATION OF FIRST-PARTY DATAPREFACEINTRODUCTIONCONCLUSIONSFIRST-PARTY DATAREFERENCESACKNOWLEDGEMENTS19|A Marketers Playbook for Growth:Building a Valuable First-Party Data Asset for MarketersSales,marketing,service operations,and other teams can access this centralized data to ensure they provide consistent,accurate,and relevant experiences across all channels.Tools such as AI have the potential to accelerate insights,power new insights,and reduce the cost of acquiring and using first-party data.Develop Customer Journey MapsEach step of the buying journey should be plotted on a detailed customer journey map.This should reveal key customer touchpoints to activate your audience,as well as opportunities to modify messaging and improve user experience.Understanding how your customers move through the funnel is important because it allows you to optimize the brand experience and remove friction.This will help you build deeper brand loyalty and improve conversions.When you map the conversion funnel,include data that reveals how your customers think,including key-words,website visits,app downloads,chat interactions,email automations,and social media engagements.Understanding customer interactions across your apps and websites helps guide product design,development,and improvement strategies.Measuring Success and OptimizationIdentify key metrics that match your product or service goals,such as re-engaging lost conversions,personaliza-tion,or feature adoption.Use tools like conversion APIs,analytics platforms,and feedback mechanisms to track these metrics effectively.Share insights with your team to drive continuous product improvement.Conduct an audit of the type of data you have collected already.You should take an enterprise approach and look at all the systems,even those that may be siloed within certain functional areas.Make sure you include third-party data such as data from various platforms in your audit.Many marketing organizations have access to customer data from third parties,including advertis-ing data.You should treat it like first-party data for your business purposes.Depending on the specific goal of your first-party data strategy,youll need to identify the audience segments that align.Then,by analyzing the behavior of customers in your chosen data set,you can start to apply the learnings to your overall goals.Your current sales funnel,from awareness to transaction,is likely collecting first-party data.Using this information,you can develop buyer personas that match up with your most common demographics.Some common first-party data sources include your companys website,email and text communications,point of sale and customer relationship management tools,call centers,newsletter signups,and your companys app.There are various data source mapping techniques which could be deployed to get a picture of all the data sources you currently have and the ones you still need to collect.You should also document whether the data was collected in a manner which met relevant privacy regulations.Develop a Data Standardization and Integration StrategyFirst-party data is often spread across systems in different formats,updated at various times,and inconsistent.To use this data effectively in marketing and sales,it must be integrated for uniform access across marketing systems and processes that need to use the data.Inaccurate or inconsistent data can lead to poor customer experiences.A data strategy includes methods to decouple the data thats needed for marketing from legacy IT systems where it is often siloed and not easily accessible.A data stan-dardization strategy sets the format,storage,and update procedures for each data type.It also includes methods for validating and cleaning customer data,as well as the tools used for data cleaning.A technology strategy will include investments in systems or platforms to integrate the data,such as a CDP.Almost all business goals require transactional data.Transactions alone dont add up to an actionable insight.A data-driven understanding of your customers means connecting and integrating data with your marketing efforts and goals.You should be taking the data you have,figuring out how it relates and what it means,and operationalizing it.Implement Tools to Manage First-Party DataWhen first-party audience data is scattered across various systems in a company,its difficult to use it consistently across all customer touchpoints.A tool like a CDP can connect these systems and centralize customer data.This allows you to create a unified view of the customer and enrich your data for better experiences.FIRST-PARTY DATA STRATEGIESWHAT IS FIRST-PARTY AND WHAT ISNTFIRST-PARTY DATA COLLECTIONSTORING AND MAINTAINING FIRST-PARTY DATAANALYZING FIRST-PARTY DATAFIRST-PARTY DATA STRATEGIESCHALLENGES WITH FIRST-PARTY DATAFIRST-PARTY DATA LEGAL AND COMPLIANCEVALUATION OF FIRST-PARTY DATAPREFACEINTRODUCTIONCONCLUSIONSFIRST-PARTY DATAREFERENCESACKNOWLEDGEMENTS20|A Marketers Playbook for Growth:Building a Valuable First-Party Data Asset for MarketersCHALLENGES WITH FIRST-PARTY DATAToo Many Tools to Choose from with Too Many FeaturesMarketers report on the state of the marketing technology investments using the analogy of paying for a Ferrari and only using the equivalent of a Chevrolet provided they are even able to choose a tool among all the ones currently available.A CDP or DMP can allow marketers to organize and access vast amounts of data.Inconsistent/Bad DataCompanies often become cluttered with too much data and duplicate events with different names.This often occurs when companies start using lots of tools at different times and drawing from a variety of data sources.Commonly,people track too many events,name them all differently,and arent strict about how they are activating them.Overall,marketers need to become good at spotting bad data at their company.Bad data doesnt mean the improper collection of the data.It usually means that your data is inaccessible,out of date,unorganized,or simply not first-party data.To get the most out of your first-party data,you need to understand what bad data is so that you can avoid it.Challenges in Using First-Party DataSource:DyrectPoor StrategyInability to Create a Single Customer ViewPoor Data IntegrationData DecayMarketers often fail to make full use of the first-party data they have collected.Some common challenges faced in using first-party data:Poor StrategyBusinesses should outline clear goals,data collection methods,and data analysis processes to maximize the value derived from their data.Without a well-defined data strategy,collecting and utilizing first-party data can be ineffective and inefficient.Inability to Create a Single Customer ViewIts imperative for marketers to invest in the right tech-nologies and tools to create a unified customer profile.It can be challenging when data is integrated from various sources.This is especially true when different systems or departments within a company manage data independently.Poor Data IntegrationCompanies should prioritize streamlined data integration to break down data silos,where information is trapped in different parts of the organization.These silos can hinder the ability to extract meaningful insights from the data to expand the business and enable it to become more efficient.Data DecayFirst-party data can become outdated very quickly.Its never static.Customer behavior evolves,preferences change,and contact information becomes obsolete.Regular data updates and maintenance are required to ensure data quality and accuracy over time.WHAT IS FIRST-PARTY AND WHAT ISNTFIRST-PARTY DATA COLLECTIONSTORING AND MAINTAINING FIRST-PARTY DATAANALYZING FIRST-PARTY DATAFIRST-PARTY DATA STRATEGIESCHALLENGES WITH FIRST-PARTY DATAFIRST-PARTY DATA LEGAL AND COMPLIANCEVALUATION OF FIRST-PARTY DATAPREFACEINTRODUCTIONCONCLUSIONSFIRST-PARTY DATAREFERENCESACKNOWLEDGEMENTS21|A Marketers Playbook for Growth:Building a Valuable First-Party Data Asset for MarketersPrivacy regulations,such as the EUs General Data Protection Regulation and state-level regulations in the U.S.,require collecting and managing consumer preferences regarding data collection and use,among other requirements.Compliance with data privacy regulations;clear,transparent privacy policies;and attention to data security are critical to building and maintaining consumer trust.Consent management platforms help organizations track and manage user consent and preferences.FIRST-PARTY DATA LEGAL AND COMPLIANCEWHAT IS FIRST-PARTY AND WHAT ISNTFIRST-PARTY DATA COLLECTIONSTORING AND MAINTAINING FIRST-PARTY DATAANALYZING FIRST-PARTY DATAFIRST-PARTY DATA STRATEGIESCHALLENGES WITH FIRST-PARTY DATAFIRST-PARTY DATA LEGAL AND COMPLIANCEVALUATION OF FIRST-PARTY DATAPREFACEINTRODUCTIONCONCLUSIONSFIRST-PARTY DATAREFERENCESACKNOWLEDGEMENTS22|A Marketers Playbook for Growth:Building a Valuable First-Party Data Asset for MarketersFirst-party data should be valued like any other asset within the company.One thing that needs to be acknowledged is that that no single approach to data valuation exists today,and that different approaches even an ensemble of approaches can be taken,depending on the use case.There are a couple of promising methods to explore to arrive at the true value of the data.One of the authors of this playbook once worked with Peter Fader on presenting customer lifetime value(CLV)models.Fader is a professor of marketing at The Wharton School of the University of Pennsylvania and director at and co-founder of Theta,a company specializing in customer-based corporate valuation.Fader has worldwide recognition for his contri-butions in research areas such as customer lifetime value,customer focus,and customer-based corporate valuation.Fader and some of his collaborators were able to popular-ize the notion of quantitative models for determining CLV and extending it to value a customer base,with subse-quent linkages to the value of a company.Fader has test-ed his models out on popular companies such as Wayfair,dressbarn,Hersheys,and RedBubble with fairly accurate results.The model is pretty straightforward below.VALUATION OF FIRST-PARTY DATAThis model is calculated on each individual customer and can then go through an aggregation step to generate the overall worth of the entire company and the estimate of future cash flows.If companies can purchase data to drive targeting for recency,frequency,and monetary value,then the data can be mapped to how it increases customer value and then the value of the company.This is a powerful way to map the value of the data because it demonstrates customer value and enterprise valuation.This method is also confirmed by Boston Consulting Group,which strongly suggests that marketers should assess the precise value of their first-party data to validate their data strategy.Their suggested method of data valu-ation is shown below.Example:Brand A generates the highest value of data,so it should be a priorityIndexed value of data for companyHigh value Drive proof points Prioritize for big-bet playsMedium value Focus on priority initiatives;scale successes Look for cross-product opportunitiesLowest value Focus on lower-cost approaches to ensure ROl is sufficient Continue to use second-party and third-party dataThe Value of Data Should Guide First-Party Data InvestmentsSource:BCG analysis.Source:https:/Brand BBrand ABrand CBrand DBrand EBig-bet prioritization should be driven by level of contribution to the value of dataHow we calculate the value of dataValue of dataValue of a customerIncremental sales driven by dataMargin per productTypical marketing ROIFrequency of purchaseMarketing improvement from dataWhich customers will come backHow often theyll returnHow much theyll spendHow much each customer will (probably)be worthWHAT IS FIRST-PARTY AND WHAT ISNTFIRST-PARTY DATA COLLECTIONSTORING AND MAINTAINING FIRST-PARTY DATAANALYZING FIRST-PARTY DATAFIRST-PARTY DATA STRATEGIESCHALLENGES WITH FIRST-PARTY DATAFIRST-PARTY DATA LEGAL AND COMPLIANCEVALUATION OF FIRST-PARTY DATAPREFACEINTRODUCTIONCONCLUSIONSFIRST-PARTY DATAREFERENCESACKNOWLEDGEMENTS23|A Marketers Playbook for Growth:Building a Valuable First-Party Data Asset for MarketersThe other way to value your data is to follow market-based approaches.Third-party data providers like Dun and Bradstreet acquire smaller,data-only businesses to add to their data portfolio and use proper business valuation techniques such as book value,discounted cash flow,earnings multiplier,and the times-revenue method.If the company was publicly traded,you can use the market capitalization method.There are also many examples of companies buying other companies for their data,which for the most part determines their worth in the marketplace.Facebook acquired Instagram($1 billion,2012)and WhatsApp ($22 billion,2014).Microsoft bought LinkedIn in 2016 for$26.2 billion.Google acquired YouTube($1.7 billion,2006),Fitbit($2.1 billion,2019),and Nest($3.2 billion,2014),and Amazon bought Whole Foods for$13.7 billion in 2017.WHAT IS FIRST-PARTY AND WHAT ISNTFIRST-PARTY DATA COLLECTIONSTORING AND MAINTAINING FIRST-PARTY DATAANALYZING FIRST-PARTY DATAFIRST-PARTY DATA STRATEGIESCHALLENGES WITH FIRST-PARTY DATAFIRST-PARTY DATA LEGAL AND COMPLIANCEVALUATION OF FIRST-PARTY DATAOf course,the market-based approach would require you to make some assumptions about how the data would be valued in the marketplace.However,you could use some of the use cases above to triangulate a good hypothetical value.Once the company has obtained the proper valuation of its data,it can then provide the cost-benefit analysis to engage in the pursuit of new data and/or data infra-structure,thus driving up the value of the companys assets and eventually driving growth.For those who want more information on the valuation of first-party data,Mike Fleckenstein,Ali Obaidi,and Nektaria Tryfona(2023)published a useful review of data valuation approaches,which includes building and scoring a data valuation model.Note that the CLV data valuation model is an additional one that the authors included and is not contained in this report.VALUATION OF FIRST-PARTY DATAPREFACEINTRODUCTIONCONCLUSIONSFIRST-PARTY DATAREFERENCESACKNOWLEDGEMENTS24|A Marketers Playbook for Growth:Building a Valuable First-Party Data Asset for MarketersWe have very explicitly defined first-party data and compared it with other data sources available.It comes directly from your customers,and must be used respon-sibly.First-party data is one of the most efficient and effective tools for understanding your customers and creating outstanding customer and product experiences.It enables companies to create highly personalized marketing campaigns,build stronger customer loyalty,and improve customer experiences.First-party data is how you get an edge on the competi-tion.And even though data from third-party cookies can still be part of your strategy,focusing on first-party data will give you better insights and analysis,leading to more successful campaigns and marketing strategies.Even if you are or have been investing in other types of data,having an all-party data strategy begins with a solid foundation of first-party data.CONCLUSIONWhat we recommended to client-side marketers is that they develop a strategy and work to improve their first-party data knowledge,in particular around collecting and utilizing first-party data in their companies.Reading this playbook means you are already working on the latter.Depending on the type of company you manage,you can either choose a scale partner like Google to help you build your first-party data,or you can do it on your own via activities like loyalty programs.And dont worry if your freshly updated and organized first-party data does not provide all the answers immediately.Be patient,and since first-party data never really loses its value,you will be able to continue to reap the benefits over time.First-party data is highly valuable for any marketer.Use it or lose it to competitors.”PREFACEINTRODUCTIONCONCLUSIONSFIRST-PARTY DATAREFERENCESACKNOWLEDGEMENTS25|A Marketers Playbook for Growth:Building a Valuable First-Party Data Asset for Marketers“CDP and DMP:Whats the difference?”Oracle,Accessed 25 November 2024.“Customer and Corporate Valuation Services.”Theta,Accessed 25 November 2024.“A Quick Guide to First Party Data and Why It Is Important.”Dyrect,Accessed 25 November 2024.“The Marketers First-Party Data Playbook.”LiveRamp,Accessed 25 November 2024.“The Power of First-Party Data.”Porch Group Media,Accessed 25 November 2024.“What is a CDP?The value of a Customer Data Platform.”Twilio Segment,Accessed 25 November 2024.“What is first party data?”OnAudience,13 Nov.2018.Burkus,David.“What makes some teams high-performing?”Harvard Business Review,29 August 2023.Fader,Peter S.and Bruce G.S.Hardie.“Customer-Base Valuation in a Contractual Setting:The Perils of Ignoring Heterogeneity.”Marketing Science,vol.29,no.1,Jan.2010,pp.8593,published online 8 April 2009.Fleckenstein,Mike,Ali Obaidi,and Nektaria Tryfona.“A Review of Data Valuation Approaches and Building and Scoring a Data Valuation Model.”HDSR.Issue 5.1,Winter 2023,vol.5,no.1,26 January 2023.REFERENCESFullstory Team,The.“Build a first-party data strategy for data-driven decisions.”Fullstory,9 May 2024.Hedlund,Gillis.“First-party data strategy:trends and tips in 2024.”Vaimo,11 October 2024.Panaitescu,Alexandra.“Peter Fader:Remarkable People in Customer Value Optimization.”Omniconvert Ecommerce Growth Blog,12 January 2023.Rotella,Mike.“How to Build a First-Party Data Strategy (6 Key Steps).”Terakeet,25 October 2022.TopNotch Technology.“Data Lake,What Is It in Real?”LinkedIn,27 June 2022.Sheerin,Alana and James Cooper.“Delivering on the Promise of First-Party Data.”BCG Global,16 March 2021.Treanor,Tom.“What Is First-Party Data?How to Build a First-Party Data Strategy.”CDP,Accessed 25 November 2024.Treanor,Tom.“What Is the Difference Between First-Party,Second-Party,and Third-Party Data?”CDP,Accessed 25 November 2024.Wood,Ben.“Privacy-First Addressability:A Crucial Challenge for Advertisers and Publishers.”The Drum,15 May 2023.“How To Choose The Right CDP For You.”Treasure Data,Accessed 6 January 2025.PREFACEINTRODUCTIONCONCLUSIONSFIRST-PARTY DATAREFERENCESACKNOWLEDGEMENTS26|A Marketers Playbook for Growth:Building a Valuable First-Party Data Asset for MarketersWe would like to acknowledge the following contributors to this playbook:ANA ContributorsBill Tucker,Group EVP,ANAAnita McGorty,EVP,ANADavid Fogarty,SVP,ANATina Jordan,VP,ANAJoan FitzGerald,VP ANAJeni Neiswonger,VP ANAANA Chief Data and Analytics Officer(CDAO)Steering CouncilWe appreciate the input from our ANA CDAO Steering Council.The CDAO Steering Councils members are senior data and analytics executives from General Motors,Adobe,JPMorgan Chase,and Regeneron.The role of the CDAO Steering Council is to advise ANAs Data Excellence and Privacy Practice on the development and planning of leadership products offered to members.About the ANAThe mission of the ANA(Association of National Advertisers)is to drive growth for marketing professionals,brands and businesses,the industry,and humanity.The ANA serves the marketing needs of 20,000 brands by leveraging the 12-point ANA Growth Agenda,which has been endorsed by the Global CMO Growth Council.The ANAs membership consists of U.S.and international companies,including client-side marketers,nonprofits,fundraisers,and marketing solutions providers (data science and technology companies,ad agencies,publishers,media companies,suppliers,and vendors).The ANA creates Marketing Growth Champions by serving,educating,and advocating for more than 50,000 industry members that collectively invest more than$400 billion in marketing and advertising annually.ACKNOWLEDGEMENTSPREFACEINTRODUCTIONCONCLUSIONSFIRST-PARTY DATAREFERENCESACKNOWLEDGEMENTS27|A Marketers Playbook for Growth:Building a Valuable First-Party Data Asset for MarketersA MARKETERS PLAYBOOK FOR GROWTHAPRIL 2025BUILDING A VALUABLE FIRST-PARTY DATA ASSET
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Retail Media:Onsite2025In partnership withCOLIN LEWIS 2|RetailMedia|February 2025Subscribe to Retail Media at https:/ 2025 ONSITE|INTRODUCTIONContentsOnsite retail media advertising is the life blood of retail media.One only has to look at the big players such as Amazon,Wal-mart et al to see that sponsored products which is how onsite tends to manifest itself to consumers to see just how important it is.But behind this success lie myriad technologies and techniques that make that happen.From understanding search which is what powers onsite to when in the funnel to serve up that ad or product,through to knowing how to measure how well that is working is a complicated and ever-evolving issue.In this report we take an indepth look at what onsite retail media is,how it works,where its pitfalls lie and who is doing it well all so that you,as a retailer,can deploy it to great effect.And what great effect it can have.Today,onsite advertising accounts for 80%of retail media revenues and with retail media globally valued at around$170bn in 2025,it is plain to see how crucial onsite is to brands,marketers and above retailer bottom lines.Welcome to Strategic overview 03Market dynamics 05Onsite models:display advertising 07Onsite models:sponsored products 08Onsite models:sponsored pages 10Onsite success factors 12Data success factors 15Experience success factors 17Relationship success factors 18Technology success factors 20Avoiding the ad load trap 21Measuring onsite performance 23CASE STUDY:Amazon Advertising 26CASE STUDY:Douglas Marketing Solutions 28CASE STUDY:GrubHub 30CASE STUDY:MediaMarkt 31CASE STUDY:Stadium 32CASE STUDY:Tesco Media&Insight 33CASE STUDY:Uber 35Onsite strategic considerations for 2026 37Partner perspecitve:Imagino 39Partner perspective:Koddi 41Partner perspective:Mirakl 43Key learnings 45References and further reading 46Colin Lewis Editor-In-Chief Retail MediaX3|RetailMedia|February 2025Subscribe to Retail Media at https:/ 2025 ONSITE|STRATEGIC OVERVIEWStrategic overviewBefore we dive into onsite retail media,lets first look at where it fits in the broader retail media cannonvirtual cousin to end-of-aisle or instore point-of-sale promotions in bricks-and-mortar stores.However,the proposition is more compelling than a typical end-of-aisle promotion given that retailers first-party data allows it to identify consumers who make a purchase after seeing an advertisement on their ecommerce site.Data is the keyThe key is to understanding the power of retail media is understanding the power of data.Retailers have tonnes of purchase data thanks to the huge number of transactions with their customers happening every day.This data is supercharged further by the depth of data collected by retailers through loyalty schemes.There are other reason why brands like retail media:Brands can target shoppers at their point of purchase when they are looking to buy Brands can capture shoppers interested in a specific category,such as almond milk on a supermarket site,or paint or on a DIY marketplace Brands can target shoppers who are looking at competitor products The advertising creative used in retail media can be used to match the native retailer customer experience,making conversion more likely Post sale,brands can attribute their retail media investment to a specific transaction called closed loop measurement(see next section)Messaging can be personalised to specific shopping occasions in the year,such as back to school,seasonal promotions or even in reaction to world eventsWhat is Retail Media?Lets start at the beginning:what is retail media and why is it important?Retail media is advertising within a retailers ecommerce website or apps.Its typically sold by retailers to brands who wish to boost visibility on the digital shelf and promote their brands in a more focused way to a targeted audience and as close to the point of sale as possible.If a retailer has shoppers searching for a particular product and can map media assets to that product,retailers are equipped with the capabilities to become a media platform.This is what is now called a Retail Media Network(RMN)the advertising platform that enables a retailer to sell ad space across all its digital channels,from apps and websites to instore digital signage.Retailers also use of non-owned,or offsite,channels,such as Facebook,Google,Pinterest,or programmatic,or direct-buy display ads.In all cases,though,the retailer leverages its direct relationship with the shopper its first-party data to create customised audiences for its brand advertiser to target.Think of retail media as any communication and marketing used on an online purchase journey that can be sold to third-parties such as brands to drive sales.In many respects,one can argue that retail media is a Closed loop underpins the success of retail mediaOf this list of benefits,one of the biggest delivered by retail media is the opportunity for closed-loop measurement and attribution.Actual sales data from the retailer means that advertisers can tie campaign and budget spend activity back to direct sales impact and return on investment.Retail media offers better measurement,more accountability and a better way to discover which ad exposures to shoppers are driving incremental sales.4|RetailMedia|February 2025Subscribe to Retail Media at https:/ 2025 ONSITE|STRATEGIC OVERVIEWRetail media formatsRetail media is a fast-growing advertising channel,so many retailers are still coming to grips with the opportunity.There is currently,for instance,a lack of standardisation of advertising units and slots available from retailers.The typical retail media formats are split into onsite,offsite and instore.Onsite This includes ad placements directly on the retailers digital properties web,apps and even email newsletters across banner ads,sponsored product listings,search result placements and native advertising within product pages.Offsite This extends the reach of RMNs beyond the retailers owned properties,using the same retailer data to target the same audience segments across the open web through programmatic advertising platforms.It can also see ads placed through partnerships with other retailer websites or marketplaces to expand brand reach to a wider audience with similar shopping interests.Offline/instore While primarily digital,RMNs are starting to integrate physical store experiences such as instore displays that can showcase targeted advertising based on shopper demographics or location within the store.This can extend beyond instore screens and displays to instore radio services,Point of Sale(PoS)and receipt real estate,instore magazines and shelf screens.Other digital inventory RMNs are exploring other areas such as integration with social media platforms,allowing brands to leverage retailer data for targeted advertising within social media feeds.Connected TV(CTV)services delivered through the internet are opening up to retail media,as are traditional,linear TV services.There is also the possibility of placing ads through voice assistants such as Alexa or Google Home,with RMNs incorporating voice-activated advertising opportunities within the shopping journey.The power of sponsored products The most common type of formats seen in onsite retail media are sponsored product also called sponsored search advertisements and sponsored display ads.Sponsored product/search ads These are a lower funnel performance and conversion-drive ad format.Sponsored product ads appear on search,category and product detail pages.They are the biggest format in retail media advertising and are sold as cost-per-click.Sponsored display ads These ads can feature both retailer and brand assets and can appear both on and off the retailer website(for example,as advertising on Facebook).Sponsored display ads are also triggered by shoppers using a specific search term,at which point targeted search banners will appear at the top of the results.Display ads are sold on a CPM basis.Sponsored display ads are also applicable to offsite display,programmatic and social media advertising.Instore These are the latest form of retail media drawing on newer technologies such as digital screens as well as older channels repackaged for the world of retail media such as instore radio and magazines.This report focused on onsite sponsored products the most important and the biggest form of advertising in Retail Media.Key take awayInvesting in retail media allows advertisers to convince and convert shoppers to drive revenue growth for their brands at the same time as connecting the dots between spend and sales down to individual SKU level.5|RetailMedia|February 2025Subscribe to Retail Media at https:/ 2025 ONSITE|MARKET DYNAMICSMarket dynamicsHow the retail media market is performing,from growth drivers to what the market is actually worth in 2025While the other off site retail media segments are all growing strongly tipped to reach$20bn in 2024 from$7.5bn in 2023 onsite will continue to take the lions share of revenues for the foreseeable future thanks to it typically having much higher margins and the direct access to shoppers that it gives.Retail media in digital marketingThe rapid rise of retail media can clearly be seen in how it has shifted from being a minor 15%part of digital ad spend in 2018,to consistently taking around 20%of total digital ad spend across 2020 to 2023.This is significant because it reinforces not only how retailers keenly exploit their data but also how brands and ad agencies are also seeing retail media as a key channel for engagement with consumers.The consistency of the proportion of spend also indicates that it is seen by the agency and brand world as a key part of a broader ad strategy.Retailers can take heart from having cemented their place at the centre of brand marketing.For marketers,the way they spend on retail media is also changing,shifting to being a greater part of their ad spend between 2022 and 2024.Almost a third of marketers are looking to shift their spending towards retailer media,with 28%of them looking to commit 6%to 10%of their budgets to it,compared with 19%in 2022,and 28%looking to take up to 20%,compared to just 6%in 2022.Those prepared to spend more than 40%of their digital ad budgets on retail media has grown from zero to 6%since 2022,marking out how for some,retail media is now a significant part of their spend2.Retail media has been part of the digital marketing pantheon for many years and has underpinned Amazons business model for more than a decade the buy box approach pioneered by the marketplace giant effectively being a sponsored products option.However,since the pandemic,growth has exploded,with interest in its use becoming fevered in the past three years.Yet an actual monetary value for the global retail media market is hard to define,since many of the retailers taking part in it dont necessarily report their specific retail media revenues as part of their results.However,looking at the numbers that are available,we can deduce that reported revenues totally around$153bn,having grown by$18bn 13.7%in a year.Predictions forecast that it will hit$177bn in 2025 and reach more than$231bn by the end of the decade1.While these are only representative of reported numbers and the actual total is likely far higher,these number reflect the growth rate and overall trajectory of the sector.Of this,some 80%is generated by onsite retail media sales2 while in Europe,26%of retailers and retail media networks reported that on-site ads accounted for 51%or more of their 2024 retail media revenue3.Challenges in the retail media marketDespite its strong growth and increasing popularity,retail media still faces some challenges.Fragmentation A rapidly increasing number of retail media networks has led to a fragmented landscape,making it difficult for brands to manage campaigns across multiple platforms.There is also a gap between the large market leading players and smaller more niche retailers,as we shall see later in this report.Lack of standardisation There is an absence of uniform metrics and measurement standards across different retail media networks,which hinders effective comparison and evaluation of campaign performance.This holds back investment by brands since measuring effectiveness of spend is hard to measure and even more difficult to compare across different networks,regions and more.Budget allocation As we have seen,retail media looks set to garner 20%of overall digital marketing budgets.While this will be more money as overall budgets rise,brand marketers are currently reluctant to shift more until they get better metrics.For now,brands are primarily relying on shopper marketing and trade budgets to fund retail media growth,showing reluctance to tap into other funding sources without seeing significant improvements in results.Complexity for CPG brands Consumer packaged goods(CPG)companies face challenges in planning and measuring campaigns effectively across multiple retailers.This is again because of fragmentation and the lack of standards in the industry,as well as perceived issues with delayed reporting and the6|RetailMedia|February 2025Subscribe to Retail Media at https:/ 2025 ONSITE|MARKET DYNAMICSpotential for misaligned marketing goals across the CPG company and the retailers.Integration with existing strategies As well as attribution issues,marketers are also grappling with how to incorporate retail media into their overall marketing mix and measure its impact alongside other channels.Lower click-through rates Despite being an important and growing part of digital marketing and a much-needed ancillary revenue stream for many retailers,click-through rates for retail media ads are quite low.In the second quarter of 2024,click-through rates(CTR)for these ads stood at around 0.39%5.This compares poorly with,say Google Ads,which see a CTR of more than 6%.However its important to note that Retail Media ads serve a different purpose,often focusing on product discovery.Key playersThe retail media market is made up of a very long tail of retailers across all retail sectors but it is,currently,dominated by a few giant players who account for the bulk of all revenues.The largest player in the market overall is Amazon,which has an approximate 75%market share and generated around$57.2bn from retail media in 2024.It has unparalleled scale and huge amounts of customer data.It is also making further inroads into the market with the launch of Amazon Retail Ads,which was created to help smaller retailers leverage Amazons retail and brand database to make money from retail media.Behind Amazon come other big names all in the US that take single digit percentages of the market.Chief among these is Walmart,with its Walmart Connect network accounting for 7%of the market,thanks mainly to Walmarts huge bricks-and-mortar store presence,where instore retail media is highly effective,but where onsite ads on Walmarts digital properties drive customer to make purchases.Behind this come retailer Target,which leverages its huge,pan-US high value customer base to sell targeted ads led by fashion and apparel.Next,Kroger leverages its prominence in US grocery to leverage CPG advertising.Globally,Chinese sites such as Pinduoduo and Alibaba are starting to become heavy hitters as Retail Media expands beyond the pioneering market of the US.Several major European retailers,such as the UKs Tesco and Frances Carrefour,are also using their dominance in their countrys grocery market to create strong onsite retail media business.The power of retail media is even extending to companies that have rich first-party consumer data and large customer bases but which arent retailers in the conventional sense.Hotel chains,airlines,online taxis,food delivery firms and even mobile network operators are getting in on the ad trend,shifting the market towards a generic commerce media play.Starting on page 26 we profile some of the key players and notable onsite campaigns,including Amazon Ads,Douglas Group,GrubHub,MediaMarkt,Stadium,Tesco and Uber.1 https:/ take awayWhile putting a number of the value of Retail Media is hard,it is a significant part of both retailers incremental revenues and of brands digital marketing spend.But will it ever exceed more than 20%of all online advertising?7|RetailMedia|February 2025Subscribe to Retail Media at https:/ 2025 ONSITE|DEFINITIONS&MODELSOnsite models:Display adsAs we have seen,onsite retail media covers a range of ad types,typically ranging across leveraging display advertising,search advertising,sponsored products and sponsored brand pages.While superficially similar,each is very different in terms of what it can deliver,how it can be measured and the reason behind using it.ONSITE DISPLAY ADVERTISING Onsite display ads are digital advertisements shown on a retailers website or mobile app.They are the online equivalent of shelf-talkers or point-of-sale displays in physical stores,designed to capture shoppers attention while they browse,or shop online.These ads can appear as banners,tiles or interactive formats on high-traffic areas such as home pages,category pages,search results and product detail pages.How it worksOnsite display ads leverage the retailers first-party data to target shoppers based on their real-time browsing behaviour,purchase history and preferences.This ensures that the ads are highly relevant and personalised.Retailers use advanced ad tech platforms to manage these campaigns,enabling dynamic features such as real-time pricing updates and add to cart buttons.These ads aim to influence purchase decisions at critical moments in the shoppers journey.This is often at the bottom of the funnel,where consumers are close to making a purchase,although they can appear anywhere from the home page through to the payment page.The location of these ads is dependent on where the retailer deems it most appropriate to feature them based on how its machine learning applies its data to each shopper.It is also dependent on what the retailer and,more importantly,the advertising brand,wants to achieve.Goals for brands and retailersFor brands,there are a number of considerations as to how to use onsite display ads in retail media networks,including:Increase visibility Onsite display ads offer a direct line to engaged shoppers,enhancing product discovery Drive sales By targeting high intent customers,these ads aim to convert browsers into buyers Build brand awareness Custom ad formats allow brands to tell stories and educate shoppers about their productsRetailers have their own agenda in terms of how they want to leverage display advertising as part of their onsite retail media strategy,including:Generating revenue Selling ad space creates an additional revenue stream Enhancing shopper experience Relevant and personalised ads improve the overall shopping journey,encouraging longer browsing sessions and higher conversion ratesMetrics of successThe success of onsite display ads is measured using several key performance indicators(KPIs)familiar to anyone who has had any dealings with any form of online advertising and typically include:Engagement metrics Click-through rates(CTR)and time spent interacting with the ad are perhaps the most crucial measures of success for retail media onsite display ads since they give an indication of how attractive the ad is to shoppers and how likely they are to be drawn away from the page they are on to consider the product or offer.They are both measures of intent.Conversion rates The percentage of users who make a purchase after engaging with the ad is a second step in this process as it measures actual action in buying the advertised goods.Engagement is important but,in most cases,an actual sale is the main measure of success.Return on ad spend(ROAS)Revenue generated per dollar spent on advertising can also measure success since it links how much any sales generated actually cost(see page 23).Incremental sales Additional revenue directly attributed to the ad campaign can measure the impact of an onsite display ad campaign.Customer retention metrics Repeat purchases or increased loyalty among customers exposed to the ads indicates more tangential,though equally important,success.8|RetailMedia|February 2025Subscribe to Retail Media at https:/ 2025 ONSITE|DEFINITIONS&MODELSOnsite models:Search ads and sponsored productsONSITE SEARCH ADS/SPONSORED PRODUCTS Onsite search advertising are typically sponsored product or search ads that appear within a retailers website or app when customers use the search function.With 88%of people using retail site search functionality,this presents a significant opportunity for brands to guide customers through their product discovery journey1.As a result,the success of these ads is attributed to their ability to reach high intent shoppers at a critical point in their purchasing decision,often resulting in higher conversion rates compared to other forms of advertising.For example,Amazon Advertising(see page 26)made more than$50bn in revenues in 2024 a 22%growth on top of the previous stellar years.During an analyst call about the results in late 2024,Amazon management indicated that Sponsored Product growth continued to be the main driver with all the other cool new advertising types such as Amazon Prime still in the very early stages of adoption.How it worksOnsite search ads leverage the retailers first-party data and advanced ad tech platforms to target shoppers based on their real-time browsing behaviour,purchase history and preferences.When a customer searches for a product,relevant sponsored ads are shown alongside organic results.These ads often use machine learning to optimise performance in real-time,improving ad outcomes significantly.These ads are typically displayed at the top,bottom or interspersed within organic search results,and are labelled as sponsored or advertisement to distinguish them from regular listings.Just like advertising on Google or other search engines,these formats can be targeted by keywords and are presented to shoppers when they search for a product or need using onsite search.Sponsored product ads appear on search,category pages and product detail pages and are the biggest format in retail media advertising.They are sold as cost-per-click.However,it is worth noting that search works a little differently at every retailer so to win,advertisers need to understand the search driver priorities of the retailer.This can be any combination of keywords,name and content,sales,conversion,content,taxonomy(how products are classified),clicks and traffic.Goals for brands and retailersFor brands,there are clear advantages to using sponsored product search ads,typically delivering:Increase product visibility and discovery When shoppers are searching,they are very much engaged with the retailer and are looking to buy,so surfacing the most relevant products at that point is highly advantageous and often more likely to yield results.Immediate conversion These types of ads served at these crucial parts of the search process and drive immediate sales by reaching high intent shoppers when they are most engaged in the buying zone.Boost brand awareness Sponsored product ads can deliver highly relevant brands slap-bang in the middle of the right context to not only woo the shopper to buy but to also discover or fall back in love with a brand due to relevance.New products can build awareness and trialling at a much lower cost than offline channels.Stand out from competitors Advertisers can target consumers who are looking at competitor products on certain Retail Media Networks.Advantages over other media Attribution,control and transparency are much better in Retail Media than in traditional approaches to trade spending,sponsorships,events and promotions.9|RetailMedia|February 2025Subscribe to Retail Media at https:/ 2025 ONSITE|DEFINITIONS&MODELSFor retailers,the advantages are similar to those of display advertising,with the added relevance adding cache to the shopping experience by:Generating additional revenue through ad sales Enhancing the shopping experience with relevant product suggestions Increasing overall conversion rates and salesMetrics of successThe effectiveness of onsite search advertising and sponsored products shares many of the tropes of onsite display advertising in terms of CTR,conversion rates and ROAS,as previously outlined.However,there are some specific differences with search to display,including:Conversion rates The measure of how often clicks on ads lead to purchases can be hugely influenced by search,with those search users who find what theyre looking for often doubling conversion rates2.Sales lift A 10%increase in onsite search activity has the potential to generate a 5%increase in sales across any given category3.Engagement metrics Time spent interacting with search results and subsequent product pages show increase site dwell times and engagement lead to other purchases and return customers.Share percentage An indication of the popularity of specific search terms among users can be a useful measure of how effective search ads and sponsored products can be.It is also useful data for honing retail media offerings going forward.Top clicked and purchased products A measure of what people buy provides insights into the performance or relevance of merchandising strategies,which products do well with which segments of the audience and against which parts of the shopping journey.1 https:/ https:/ is the worlds biggest advertising company.Of the$237.9 billion Google generated in ad revenue in 2023,$175.0 billion,or 73.6%,came from Google Search.Amazon Advertisings 2024 revenues are forecast to be$56bn almost higher than the major advertising holding companies Publicis,Omnicom and WPP annual revenues combined.What is the major part of Amazon Advertising revenues?Sponsored Search also known as“Sponsored Product”.In other words,the two of the largest and fastest growing advertising network on earth are 70pendent on one type of(very powerful)ad unit based on search.So,how do you grow search advertising with retail media networks?There are three key steps:#1 Look the search technology being used:Sarah Mackinnon,product marketing director,Pentaleap says that:“Retail media networks use similar sophisticated tech to Google for organic products,combining keywords with contextual and behavioural data to ensure relevance”.However,“ads on these networks are often delivered through basic ad servers,detached from this advanced organic search tech”.In other words,when a user enters a complex search,the ad server,relying solely on keywords,may miss relevant matchesresulting in lost ad revenue.#2 Adjustable ad placements:adjust ad positions within the grid based on a mix of ad relevance and organic content.Data from Pentaleap shows these“fluid”placements can more than double click-through rates compared to static,fixed placements.Retailers using dynamic placements often have more available space per page,allowing for a greater number of ads without disrupting the shopping experience.#3 The keyword that matters relevance:Shoppers dont mind sponsored product advertising as long as those products meet their needs.When relevance is prioritised,engagement increases,click-through rates improve,and conversions rise.Advertisers also benefit,as their ads reach a more targeted,engaged audience,driving higher returns on their investment.Relevance is more than just a filter on which products to showits about keeping the customer experience central to every decision.Without relevance,even the most sophisticated retail media efforts will struggle to maintain long-term value.#4 Invest in search ad relevance:More than a quarter of search ad revenue now happens on ecommerce sites,according to Emarketer.However,according to retail media expert Andrew Lipsman,retail media search isnt always that great;queries often return results only tangentially related to the shoppers search query.This creates a CX problem that can both alienate shoppers over time and leave ad revenue on the table.Amazon gets away with an average of 11 sponsored product searches per page because of its best-in-class search ad relevance.Other RMNs need to aspire to that same level of quality if they want to keep shoppers searching on their sites rather than resorting to AI search.HOW TO GROW SEARCH ADVERTISING WITH RETAIL MEDIA NETWORKS10|RetailMedia|February 2025Subscribe to Retail Media at https:/ 2025 Onsite models:Sponsored pages and brand storesONSITE|DEFINITIONS&MODELSExpanding the sponsored product relationship a retailer has with a brand leads to offering sponsored pages and branded stores-within-stores that can offer many of the advantages of sponsored products,as well as cementing a deeper relationship with brands.While they veer into the realm of turning retailer sites into retailer-run marketplace,if there is a payment by the brand to have a sponsored page or branded store,it still counts as Retail Media advertising.So what are they?Sponsored pages are custom landing pages on a retailers website or app that have been created by brands to showcase their products and messaging.These pages often include lifestyle imagery,brand logos and curated product selections to enhance brand storytelling.Branded stores,by contrast,are more comprehensive digital storefronts within a retailers platform,functioning as a mini ecommerce site for the brand.They allow brands to display their full product catalogue,organise products into categories and highlight promotions or new launches.How it worksSponsored pages and branded stores are hosted on the retailers platform,ensuring seamless integration with the shopping experience.The retailer uses its first-party data to drive traffic to these pages through targeted ads,search placements or personalised recommendations,which the brands either pay towards directly or share revenues with the retailer.Brands can then design these pages to align with their own identity,using visuals,messaging and layouts that resonate with their target audience.If done correctly,this ties in with some or all of the retailers customer base.Since these brand pages are often linked directly to the retailers checkout process,there is a much smoother path to purchase and,when tied in with sponsored product ads for the brand elsewhere on that retailers site,they make for a more joined-up experience for the brand to sell to that retailers interested customers.Goals for brands and retailersFor brands,the goals of sponsored pages or branded onsite stores are clear:Increase brand visibility It establishes a prominent presence on the retailers platform and can be particularly useful in gaining enhanced ecommerce potential by leveraging the host retailers checkout,payment and marketing services.Drives product discovery Branded pages allow for the highlighting of specific products or collections to attract specific shoppers.These may be a subset of the brands existing base or can be a means to target parts of the brand offering at a new audience.For retailers,offering branded stores and/or sponsored product pages delivers a range of benefits:Generate revenue As part of a retail media strategy,sponsored or branded store pages deliver revenues through selling ad space,in effect monetising all the customer data that the retailer has accrued.It also adds revenues through revenue shares on sales of products made through the branded store.Enhances shopper experience These pages can provide curated content that aligns with shopper preferences and brings both new products to the retailer site and new customers.Strengthens brand partnerships Such collaborations with brands creates mutually beneficial campaigns that generate stronger links between the retail and the brand,both in the eyes of customers which can add a brands halo effect to that retailer as well as commercially between the two companies.11|RetailMedia|February 2025Subscribe to Retail Media at https:/ 2025 Metrics of successThe effectiveness of onsite sponsored pages and branded stores combine those of both onsite display advertising and sponsored product page and is evaluated using several key performance indicators(KPIs)including:Traffic metrics Page views,unique visitors and dwell times Engagement metrics Click-through rates(CTR)from ads or search results leading to the page Sales metrics The percentage of visitors who make a purchase and revenue generated directly from the page or store Return on ad spend(ROAS)Revenue earned per dollar spent on creating and promoting the page/store(see page 23)Incremental sales lift Additional sales attributed to the presence of the sponsored page or branded store Customer retention metrics Repeat visits or purchases from customers exposed to the page/storeONSITE|DEFINITIONS&MODELSTHE IMPORTANCE OF INCREMENTALLYThe basic thesis of all marketing activity is that it must have an impact on sales,or else we are wasting our time on vanity metrics.Incremental sales are sales that would not have occurred without a marketing action.Retail Media is a form of marketing action and also the fastest growing advertising channel.Effective incrementality measurement of retail media is investments will be essential to its continued growth.What are the approaches to measure incrementality?Experts all have their own opinions on which methods are best when measuring incrementality,but they all involve a combination of testing and experimentation.Paul Dahill of Koddi suggests five approaches:1.Geo Holdouts Run campaigns in some regions while keeping others as control,then compare sales lift.2.A/B Testing Split audiences randomly into test(exposed)and control(unexposed)groups,then measure the difference in outcomes.3.Pre/Post Analysis Compare sales before and after a campaign,adjusting for seasonality and trends.4.Matched Market Testing Select similar markets,run media in one but not the other,and analyse the lift.5.Media Mix Modelling(MMM)Statistical modelling to quantify the impact of media spend while accounting for other marketing factors.For digital media,Dahill points out that A/B Testing is the most rigorous for measuring true incrementality,directly measuring causality,but is harder to execute at scale.Even if you understand incrementality,what are your going to use it for:the answer is better marketing decisions.Thats the topline outcome.But there are distinctions within this topic.The key question isnt whether a single ad led to a saleits whether your overall investment in a campaign,ad product,or strategy is driving additional sales that wouldnt have happened otherwise.To make informed decisions,start by identifying the level at which you need insights.1.Campaign-level decisions:expand or cut?Example:You test whether boosting a retail media campaign spend by 10%results in a proportional lift in sales.2.Ad product-level decisions:where to allocate budget?Example:You might find that Sponsored Display takes longer to drive impact compared to Sponsored Search but provides greater long-term sales lift.3.Product,brand,or category-level decisions:What to Advertise?Example:If advertising a new product doesnt significantly increase overall sales but just shifts revenue from an existing product,it might not be a smart investment.12|RetailMedia|February 2025Subscribe to Retail Media at https:/ 2025 ONSITE|SUCCESS FACTORSOnsite success factorsBefore diving into how to measure success,lets define what constitutes a successful onsite retail media strategyMeasuring the success of retail media is a thorny and much debated topic but before we can get to that,what are the success factors that a brand needs to consider when looking to create an onsite retail media strategy?And what do retailers need to do to make that happen?Onsite success factors for brands For brands using onsite retail media,understanding what success looks like in this emerging form of digital marketing requires looking at a range of factors.To digital marketers working for brands,many are analogous to what they already keep in mind when advertising online anywhere else.However,there are some specifics to retail media that brands need to be aware of.These key success factors include:Full onsite strategy It is important,at least at the initial stages,to run a mix of all the kinds of onsite ads types that the retailer(s)you are working with offer.Include product listing ads and banner campaigns alongside sponsored products and mix up where on the site they appear to reach relevant shoppers at every stage of the onsite buying journey.This is also an important way to work out which types of ads work with what products,which helps to continually refine each campaign.Full funnel and continuous presence The full site approach should be viewed through the lens of making sure that onsite retail media campaigns target right across the sales funnel,not just at the bottom.This ensures that shoppers will see adverts at various stages of their shopping journey,building subliminal and real awareness of your brand,product or specific offer.This also has to be seen as part of a continuous presence,or at least across the lifetime of the brand or product campaign.Understand that it is important to experiment with onsite retail media,especially if you are new to using it,since it does take time to yield results.Strategic timing That said,timing is everything.Targeting shoppers when they are in the mindset to purchase is vital,so brand advertisers need to work with retailers to best leverage the data the retail has to deliver contextual and timed adverts in the shopping journey.This is often as simple as targeting an ad to a specific onsite page or location that is relevant to that ads content advertising a new cereal in the breakfast section of the website or it can draw more deeply on the retailer data to be more specifically targeted to certain shoppers reaching a certain place or page.Personalisation All of the above relies on leveraging the retailers first-party data to deliver highly personalised ads based on customer behaviour and context.This can run from simple contextual targeting and keyword search that targets relevant ads at shoppers who search for specific types of product or it can dig deeper into understanding where a particular customer is in the shopping journey and correlating that to what they or similar shoppers have done before.This can be used to target the right kind of ad,product or offer at the right part of the journey for that specific shopper,as we shall see later in this report.Performance monitoring and testing Setting appropriate KPIs and measuring how the whole campaign is performing is essential to understanding and constantly adapting onsite retail media campaigns.The more data you can gather on performance over the retail cycle from peak to peak,the better you can understand what works and how and when to deploy which kinds of adverts with which retailers.It is also important to test and adjust and adapt strategies based on how ads are received by target audiences.Adequate budget allocation All this isnt necessarily going to be cheap,so brands engaging in onsite retail media must ensure that healthy budgets are allocated to the whole campaign including to ongoing performance monitoring and testing in order to achieve success.It is also important to make budget available so that the brand can make a play in any relevant and emergent auction on retailer sites.Brand safety considerations Within all this,brands must ensure that ads are placed in brand-safe environments to maintain brand integrity.13|RetailMedia|February 2025Subscribe to Retail Media at https:/ 2025 How retailers can deliver success While brands have defined goals from their marketing strategies and will have clear success factors to measure when using onsite retail media,retailers themselves also need to assess the success of their retail media offerings and adjust accordingly.To ensure they are offering brands the best onsite Retail Media offering,retailers must measure several key success factors:Return on ad spend(ROAS)This metric indicates how effectively the ads are driving sales for brands,with onsite ads typically delivering higher ROAS compared to offsite placements(see page 23).While not the be-all-and-end-all of measuring retail media success,it is a good barometer of how well it is working.Conversion rates A measure of the percentage of ad viewers who make a purchase reflects the effectiveness of targeting and ad relevance.Taken alongside ROAS,this can help form a picture of how well a retailers onsite retail media offering is servicing its clients.Click-through rates(CTR)As with all online advertising,tracking how engaging the ads are in prompting user interaction shows how well they are working in terms of positioning and messaging.Using CTR and conversion together shows how well the programme works to deliver engagement that then turns into sales.Audience reach and engagement Allied to CTR,assessing the number of unique visitors exposed to ads and their level of interaction is another useful way to see how engaging the positioning and ad content down to the brands using the real estate actually are.It is also important to assess how tailored the ads are to individual shoppers,based on first-party data and real-time behaviour.Sales lift and revenue growth Quantifying the incremental sales generated directly from retail media campaigns is a measure of success of the retail media offering from the retailer.Likewise,ad revenue growth can show how popular the Retail Media network offering is among brands.The more demand,the higher the chargeable rate for that real estate and,hence,an indication of the networks success.It is important here to also track how effectively available ad space is being monetised,potentially using machine learning to optimise performance.Cross-channel performance Measuring how onsite ads complement and enhance performance across other channels in an omnichannel strategy can also give an insight into how well a retail media offering onsite works more holistically within the whole retail business.Customer lifetime value:Measuring how this impacts the long-term customer loyalty and repeat purchases habits across the whole business as well as how it drives repeat business among advertisers and brands is a longer term way to view the success of a retail media network among brands and customers.ONSITE|SUCCESS FACTORS14|RetailMedia|February 2025Subscribe to Retail Media at https:/ 2025 BRILLIANT BASICS:CREATING A SUCCESSFUL ONSITE RETAIL MEDIA OFFERINGWhat is the starting point for advertisers thinking of using retail media?Its great for increasing brand awareness,generating product trials,getting products in the shopping basket and growing category share.So,where do you start if you want to achieve any of these goals?Here are four basic steps.Step 1:Understand the shopper journeyFirst understand the shopper journey.Next,understand the target retailers digital commerce store and then the retail media advertising on offers.Take for example,grocery shopping.Shoppers will have different motivations and mindsets:One shopper might be looking for inspiration and ideas of what to eat for dinner Another might be walking the virtual aisles to find an old favourite A third might be creating a weekly shop,filling a virtual basket with shopping that spans both food and non-food items Now that you see how target shopper mindsets can be different,a better way of creating our strategy is to know our shopper mission.Why are they shopping?Is it Speed To get in and out as soon as possible?Price To find the best deal?Inspiration Does our shopper want to learn about new products?Time of day Is our shopper wanting to buy lunch,dinner or just a quick snack?The great benefit of retail media is that it can meet the shopper whatever their shopper mission might be.Step 2:Know your brand objectivesOf course,its not enough to know your shopper,you must also know your brand objectives.What are yours?As a retailer,you should define the end goal in advance:Define which brands and SKUs are a priority Know what challenge you are trying to address or which problem you are trying to fix Is it increased brand awareness?Greater uptake?Or an increased purchase frequency?Step 3:Walk the store onlineJust as we should walk around a bricks-and-mortar store to find out how shoppers shop,a great tactic is to do the same online.Follow in the footsteps of digital shoppers to understand the experience of ecommerce shoppers.Here are seven steps to walk the virtual store and learn everything you need to know to help create your retail media network strategy:1.Go to the relevant retailers ecommerce site2.Search for your brand and search keywords related to your brand3.Examine the top brand and non-brand search terms that appear4.Pay attention to what the retailers search suggests as results5.Know how many competitors there are6.Understand how these are selling online 7.Crucially,make sure the search title is correct and that the spelling correctly matches a query.Secondly,and equally importantly,ensure the brand name is correctly labelledStep 4:Create content that convertsBefore spending any money,make sure you do a content audit so you have the best chance of converting on the digital shelf:Ensure you have high quality product and category page content Ensure you there are succinct product titles,compelling images,clear product descriptions,customer ratings and reviews,and accurate categorisation of SKUs Ensure organic performance from search is monitored to ensure budget optimisationONSITE|SUCCESS FACTORS15|RetailMedia|February 2025Subscribe to Retail Media at https:/ 2025 ONSITE|SUCCESS FACTORS:DATAData success factorsThere are many things that drive a successful onsite retail media offering,with data at the forefront.What does a successful data strategy look like?Data is the foundation of retail media.So what data do retailers have?How can it be monetised through onsite advertising?And,more crucially,how can a retailer make the most of its first-party data while still protecting the privacy of its customers?What data?Retailers have a wealth of customer data that grows all the time as customers interact with retailers more,both on and offline.Every one of these interactions can be measured in some way and can deliver an increasingly detailed view of the entire customer base,its individual cohorts and even down to individual preferences.This,in essence,is what Retail Media sells a way of connecting brands with the right customer at the right moment in their shopping journey.Typically,this data comes from a variety of sources,both on and offline,although increasingly,a combination of the two,since shoppers are becoming ever more channel agnostic.It is drawn from:Loyalty programmes Customers sign up to receive discounts and benefits from being loyal to a retailer,in return for giving that retailer increasingly rich data about who they are,where they are and what they like,do and buy.A good example of this is UK supermarket Tesco,which is seen as something of a retail media pioneer in how it worked with its partner dunnhumby to leverage the data of its Club Card loyalty programme.Tesco now has access to data from 23mn members across the UKs 28.3mn households(see page 32).Club Card membership has grown from 14mn in 2020 Online browsing behaviour This is data on how shoppers shop online based on what they look at,what they search for and what they buy.It can be anonymous,which gives a broad picture of who does what,or much more personal if it is tied in with loyalty programme or signed up users.A prime example here is Carwow,which uses customer browsing data to connect automotive manufacturers directly with potential buyers,bridging the gap between brand marketing and dealer activation.Purchase history The analysis of every journey from browsing to buying and who buys what online.A recent example of this is Uber,which leverages aggregated customer data to offer personalized advertising based on user behaviour,such as frequent visits to city-wide music venues or multiple trips to a specific restaurant.Customer profiles Data and information gleaned from all manner of customer touchpoints,from payments through to all and any data submitted when signing up to loyalty programmes.The data gathered across the above typically includes:Demographics Product preferences Shopping frequency Average basket size Brand affinitiesHow to use this data This data allows retailers to offer brands highly targeted access to its customer base,allowing them to target the right consumers at the right moment.Creating a successful onsite retail media offering uses this data to:Segment audiences for targeted advertising While retailers can use their data to slice their audience along the obvious lines of age,gender,location,purchase history,shopping frequency and spending,there is much more than that lurking in the data.Analysis of the retailer data can also reveal brand affinities,price sensitivity,how loyal(or not)they are,as well as their responsiveness to occasions such as religious festivals or discount drives.It can also be used to slice and dice the customer base down to almost individual levels,allowing brands to use retailer sites to hit certain customers at certain points with specific ads that chime with some or all of these factors.Personalise ad content and product recommendations This deep understanding of the consumers is then used to personalise the content seen by each shopper when they hit the retailers website.For brands advertisers,this means serving up specific ads and recommending specific products at a point where that customer is most likely to engage.16|RetailMedia|February 2025Subscribe to Retail Media at https:/ 2025 Optimise ad placements and timing Similarly,the right content should appear in an optimum position at a point in the shopper journey based on their behaviour data to maximise the possibility of engagement with that ad or content.Measure campaign effectiveness and provide closed-loop attribution Knowing who is looking at what allows retailers and their brand advertisers to measure how effective a campaign is since it allows for closed loop attribution,a technique that directly connects media spend to specific consumer actions,particularly online and offline sales.If you know the shopper,you can track what they do.Challenges to data success It is worth noting that using consumer data does come with its own set of challenges:Privacy concerns and regulations What data is collected and how it is used and stored is highly regulated across the US and Europe through CCPA and GDPR regulations.These cover how consent is sought for gathering data,which has to be explicit from the user,along with details of how that data will be used and stored.This is particularly true of sensitive data such as location,ethnicity and nationality,although it applies across all data.The issues are compounded for Retail Media networks since that data is effectively shared with brand advertisers regarded as third-parties as far as the consumer giving the data is concerned.Retailers must be clear about this use case when collecting the data.Networks must also be careful how that data is used to make sure it remains within the regulations and the explicitly garnered permission to collect that data.However,retailers must balance this against the advantages this data can deliver to personalisation.Consumers accept a degree of intrusion if what they get back is of value to them.Such is the balancing act in Retail Media.Data integration and management Aside from how to use the data,retailers face an additional range of challenges with managing the data they gather.Fragmentation is perhaps the biggest issue here.Retailers often have data scattered across different departments,making it difficult for retail media networks to leverage and leading to inaccurate targeting.It also leads to issues of no data standardisation across the company,again making it hard to fully leverage.This can result in issues with integrating the systems needed to manage data usage an serve onsite ads.It can also potentially cause privacy and regulatory issues since the data may have been collected using different terms and conditions of use,particularly among third-parties.Scale While large retailers with established data strategies may have sufficient first-party data to create effective retail media networks,smaller retailers face challenges in building similarly comprehensive datasets from their limited customer bases and lack of effective data collection strategies.This explains why smaller retailers might buy in data to help bolster what they have and to create a more compelling retail media offering.However,doing so can lead to even more issues with fragmentation,integration,data management and regulatory compliance regarding data privacy.ONSITE|SUCCESS FACTORS:DATA17|RetailMedia|February 2025Subscribe to Retail Media at https:/ 2025 ONSITE|SUCCESS FACTORS:USER EXPERIENCEUser experience success factorsA key success factor for onsite retail media lies in what the user experience is like for customersWhen customers get an experience that is seamless and that delights them,they are more likely to engage with ads and go on to make purchases of those products.So,what are the success factors for retail media from an experience point of view?Seamless integration Ads should blend naturally with the shopping experience,appearing as native content rather than disruptive elements.This is particularly true for sponsored products but also applies to banner ads and content.For retailers offering a variety of ad formats including sponsored products,sponsored brands and video sponsored shelf at the top of category pages making all slot in with what the shopper has searched for must be a seamless experience.It must also work across online and mobile.Ads have to be adaptive and responsive so that the experience is uniformly nice everywhere that the customer might touch.Context-awareness Similarly,displaying ads that are appropriate to the users current shopping journey and intent are part of making the ad offering seem unobtrusive and part of the process.Ads needs to look and feel as though they are being helpful and understand the shoppers needs.Personalisation Underpinning all experiential aspects of retail media is the leveraging of first-party data to deliver highly relevant ads based on customer behaviour and preferences.Knowing as much as possible about who is looking can make it easier to offer that seamless experience.Moreover,it allows for contextual awareness to not only tap into where and when they are looking but also who is looking.Knowing as much as possible about the shopper allows for the experience to be more closely tailored to their preferences and habits,which ultimately leads to a more enjoyable and hopefully financially fruitful interaction.How to make this work Doing this in practice requires a range of factors within the retailers set-up:Ad tech and data analytics Retailers need live data analytics to know who is looking at what and what they might want to see in terms of advertising.To then serve up these ads or sponsored products based on what is being looked at or searched for,retailers need to integrate data analytics with an ad management platform that contains the collateral.These two functions can often be combined into a single platform that manages assessing who the customer is and then seamlessly presents the right content at the predicted best point in their journey.Such platforms can track and help measure the success of the process.Aside from using tech to manage the process,there must also be good internal communication and cooperation between a retailers marketing,IT and sales teams.Continuous testing and optimisation To refine ad placements and formats,testing and constant adjustments to how the data is analysed must be made.This includes constantly updating the data as new customers arrive and existing customers interact with the retail media offering,as well as what ad content is served.Testing different formats,placements,wording and even colour palettes is an ongoing process.Remember that what constitutes a good experience is constantly shifting as users experience broadens and their tastes and habits change.Challenges to experience creation While user experience is a moveable feast,there are some constant challenges that need to be met by retailers running retail media networks.Balancing ad revenue,relevance and user experience It is important to avoid ad overload that could detract from the shopping experience.For while there may be ample opportunity to serve many ads,does that help the shopper?It is vital to make ads relevant and judiciously deployed to avoid ad fatigue.Balancing these factors with the need to make money is an ongoing challenge.Data privacy compliance Navigating regulations like GDPR and CCPA while leveraging customer data to deliver the optimum experience is an even tighter balancing act.Technical integration Ensuring smooth integration with existing ecommerce platforms and tech stacks is as vital as integrating teams within the business.Its harder than it sounds,too.18|RetailMedia|February 2025Subscribe to Retail Media at https:/ 2025 ONSITE|SUCCESS FACTORS:RELATIONSHIPSRelationship success factorsWith the customer-retailer-brand relationship being key to retail media,what makes for a successful match?At the nexus of where retailer data meets customer experience lies the building of relationships.Customers have relationships with retailers,while brands want to capitalise on that its the fundamental principle of retail media.So,what are the key tropes of retail media relationships and what underpins their success?Why are relationships key?Relationships are key because they transcend the mere clicking on a timely ad or sponsored product and move towards something much more long-term and mutually beneficial to the retailer,the brand and,most importantly,the customer.For brands using onsite retail media,the goal is to increase customer engagement and conversion rates in the short-term before,in the longer-term,to build brand awareness and foster customer loyalty for repeat purchases and extended lifetime value.For retailers,the aim is to generate additional revenue from ads and attract more brand investment in their retail media platforms.However,its also looking for enhanced value,better experience and loyalty for its customers(and the brands it works with,see panel).Together,these are the basis of a long-term relationship between customer,retailer and brand,the success of which is measured in terms of sales uplift(for both brand and retailer),customer retention and increasingly lifetime value(again for both brand and retailer)and loyal customers who recommend the retailer and the brand,thus increasing sales.How to manage relationships Creating and managing these relationships involves a range of actions from retailers building their own brand identity and loyalty.These can involve what they sell and how much they sell it for,to what sort of lifestyle idea they are selling and how they gather and use first-party data to create successful experiences for customers.Brands have the same challenges and follow many of these same rules.In a retail media context,bringing them together to leverage the data of loyal customers to help place relevant brands in front of them while they are searching and shopping online requires all the tactics and strategies we have covered so far,along with specialised tools to manage these relationships.And that means customer relationship management(CRM)tech.The role of CRM in onsite Retail Media In a retail media context,customer relationship management(CRM)plays a crucial role in enhancing the effectiveness of advertising and marketing efforts.CRM systems are used to collect,analyse and leverage customer data to create the highly targeted and personalised Retail Media campaigns for brands.CRM in retail media functions by collecting and collating the first-party data on customer behaviour,preferences and purchase history and then segmenting customers based on these attributes and behaviours.It can do this across on-and off-line and its the engine that drives customer interactions across a retail business.It is the point where all the retailers customer data becomes something of value since CRM uses it to create customer profiles from which the rest of the retail media play flows.Measuring relationship success The success of CRM in retail media is measured through various metrics,many of which are the same metrics that retail media relies on to assess its own overall success.However,there are some differences.Typically,this involves:Customer engagement Participation rates in CRM programmes measure how well consumers are engaging not just with retail media campaigns but also with all programmes initiated by the CRM Redemption rates This is a percentage measure of customers who act on personalised offers Sales uplift Increase in like-for-like sales pre and post-CRM implementation Return on investment Sales-to-cost ratio of CRM initiatives Customer lifetime value The increase in long-term customer value and loyalty19|RetailMedia|February 2025Subscribe to Retail Media at https:/ 2025 From a retail media perspective,specific CRM success factors include:Ad performance Improved click-through rates and conversion rates for retail media ads Brand attraction Increased interest from brands in investing in the retailers media offerings.Relationship challenges The key challenges with managing relationships across the onsite retail media value chain lie in how to align all the moving parts of the process around the data being used.These challenges include:Technology disconnect Fragmented systems and platforms make it difficult to plan,execute and analyse campaigns holistically Revenue cannibalisation Ensuring retail media generates new revenue streams rather than shifting existing ones Evolving supplier relationships Retailers need to understand and align with advertisers needs,inverting traditional dynamics Internal politics Demonstrating the value of retail media to broader business stakeholders Data standardisation A lack of standardised and comparative measurement across different retail media networks Talent and capability development Retailers need to acquire new skills to effectively sell and manage advertising solutionsMANAGING THE RETAILER-BRAND RELATIONSHIP While the relationship between consumer and retailer is primary in onsite retail media models,the relationship between the retailer and its brand advertisers is also key.In this relationship,the brand and retailer are,in essence,looking to leverage and sell to consumers to mutual benefit.To successfully manage relationships with brands using their retail media networks for advertising,retailers should focus on:Data-driven insights Provide brands with valuable customer insights derived from first-party data in order to enhance targeting and campaign effectiveness Transparency Offer clear performance metrics and attribution models to demonstrate the value of retail media investments Personalisation Leverage customer data to create tailored advertising experiences that resonate with shoppers and drive better results for brands Omnichannel integration Ensure seamless integration of retail media across online and instore channels to provide a cohesive customer experience Collaboration Foster strong partnerships with brands by involving them in strategy development and offering support in campaign optimisation Innovation Continuously update and expand retail media offerings so as to keep pace with evolving technology and ever-changing consumer behaviours Brand safety Implement measures to ensure that ads appear in appropriate contexts,maintaining brand integrity Flexibility Provide brands with various ad formats and targeting options that meet their specific marketing objectives Education Offer training and resources to help brands maximise the potential of using retail media networks Feedback loops Establish regular communication channels to gather brand feedback and continuously improve the retail media offeringONSITE|SUCCESS FACTORS:RELATIONSHIPS20|RetailMedia|February 2025Subscribe to Retail Media at https:/ 2025 ONSITE|TECHNOLOGYTechnology success factorsAlthough data and CRM underpin onsite retail media,many other technologies are also needed to make it a succesRetail media is a tech-centric business that brings together a raft of technologies and tools in a carefully orchestrated symphony to deliver the personalised and seamless experience that retailers and brands need to create lasting relationships.We have already seen how data management,ad management and CRM platforms are the foundation of onsite.Yet a host of other technologies also play their part.These include:Advanced data analytics platforms These process and analyse first-party customer data in real-time,enabling personalised ad targeting and measurement.Examples include Mimbi,Data Impact by NielsenQ and InfoSum.Customer data platforms(CDPs)These aggregate and unify customer data from various sources,creating comprehensive customer profiles for better targeting.Examples include Bloomreach,Tealium and Klaviyo.Ad tech platforms These manage ad delivery,optimisation and performance tracking across various formats and placements.Examples here include those from tech providers such as Criteo and CitrusAd,as well as those run by retailers such as Amazon Ads,Walmart Connect and Kroger Precision Marketing.Programmatic advertising solutions Fully programmatic approaches enable retailers to shape their media offerings across on-site,data monetisation and off-site campaigns.Examples here come from The Trade Desk,Criteo,Instacart and Outbrain.Self-service portals User-friendly interfaces allow brands and agencies to easily plan,execute and optimise their campaigns.Amazon Ads and Walmart Connect both offer these to brands,with Criteo and CVS available to brands and retailers.Audience targeting technology This leverages customer data to create and target specific audience segments.These systems can be found as part of wider marketing offerings from Criteo,Microsoft and dunnhumby.Omnichannel integration tools These connect online and offline customer data and advertising touchpoints for a seamless experience.They are sold by the likes of Dentsu and Topsort.Measurement and attribution systems Closed-loop measurement creates a direct link between advertising and sales.AI and machine learning algorithms These power personalisation,optimise ad placements and improve overall campaign performance.Such tools are increasingly supplied as part of all the tech platforms that make up the retail media stack,although some bespoke suppliers include Cooler Screens and Gopuff.Content management systems(CMS)These manage and deliver various ad formats across the retailers digital properties.Common CMS include WordPress and HubSpot Content Hub.How they fit together These technologies link together to create a comprehensive retail media ecosystem:Data analytics platforms and CDPs feed into audience targeting technology and AI algorithms to enable personalised ad experiences Ad tech platforms and programmatic solutions integrate with self-service portals,allowing brands to access and utilise the retailers first-party data for campaign execution Omnichannel integration tools connect with measurement and attribution systems to provide a holistic view of campaign performance across all touchpoints AI and machine learning algorithms work across the entire stack to optimise ad placements,personalisation and overall campaign effectiveness21|RetailMedia|February 2025Subscribe to Retail Media at https:/ 2025 ONSITE|AD LOAD TRAPAvoiding the ad load trapA word of warning:pursuing ad revenues at the expense of experience and relationships can create poblems.Heres how to avoid the ad load trapYou might be familiar with this story:you are a regular user of an app,or a media site or a sports site.Gradually you notice that it is harder to get to the content you want,as you appear to be trapped in an obstacle course of sign-ups,pop-ups and ads.Eventually you sidle off sullenly to another site promising the same content only to find that it too gradually succumbs to the same cycle of more:more ads,more pop-ups and more things that get in the way.This gradual degradation happens as a result of the site prioritises revenue at the expense of user experience.Its a trap.Retail media expert Raj Redij-Gill believes the trap emerges when relevance is ignored in the rush for higher revenue.In the case of Retail Media,the simplest analysis of the problem is one of ad load an increase in the number of advertising units per page.Redij-Gill points out the sequence of events that leads to this trap:Stage#1:Retail media initiatives start with great promise.By adding a few sponsored product slots,retailers can generate immediate revenue without dramatically altering the shopping experience.Stage#2:The retailer is conservative and the balance between organic and sponsored products remains intact,and the shopper experience doesnt suffer.Stage#3:Initial success is achieved,everyone gets excited and senior management who dont know the outcomes of increasing the number of advertising units per page,asks the Retail Media team to increase revenue and by adding more ad slots.Stage#4:The retail media network starts prioritising revenue over relevance,targets over customer experience.Stage#5:As more ad slots are introduced,ad load per page increases and relevance starts to slip.Organic listings end up below the fold.Sponsored products take priority.Shoppers get frustrated with irrelevant result.Stage#6:Trust is eroded and shoppers set-off for other sites to get what they actually want,not what the retailer wants to sell themInitially,nothing happens.There are immediate gains.Long term,its another story.Click-through rates and conversions gradually drop,and advertisers get poorer results for their investment.Avoiding the trap The keyword if you will forgive the pun relevance.Redij-Gill points out that“shoppers dont mind sponsored products,as long as those products meet their needs.When relevance is prioritised,engagement increases,click-through rates improve,and conversions rise.Advertisers also benefit,as their ads reach a more targeted,engaged audience,driving higher returns on their investment.”Redij-Gill continues:”relevance is more than just a filter on which products to showits about keeping the customer experience central to every decision.Without relevance,even the most sophisticated retail media efforts will struggle to maintain long-term value.”Here are five steps that retail media networks should take according to Redij-Gill:Step 1 Define your retail media principles view every decision through the lens of relevance:Many retailers already use bidding systems to prioritise sponsored products.However,its not enough to simply reward the highest bidder.Sponsored placements must also serve the shoppers needs,not just the advertisers.Retailers should move beyond standard bidding models means using data-driven algorithms to assess customer behaviour,shopping patterns,and contextual signals to ensure that the products being promoted align with shopper expectations.Step 2 Balancing sponsored and organic refocus on relevance:Relevance needs to be the driving force behind how retailers balance sponsored and organic products.Standard metrics such as ad-to-organic ratios,click-through rates,and conversions should 22|RetailMedia|February 2025Subscribe to Retail Media at https:/ 2025 be looked at,but the most important question is“are these metrics reflecting relevance to the shopper”?Analysing all metrics through the lens of relevance improving the overall shopping experience Step 3 Personalisation elevating relevance,not just performance:Personalisation is one of the key capabilities behind retail media.AI and machine learning are being used to create personalised product placements is great,but,again,the lens we must look through all if these is relevance.Ask yourself is our personalised advertising making our ads appear as natural,useful recommendations that align with what the shopper wants as opposed to random insertions?Step 4 Reframe A/B testing and metrics monitor their success through relevance:A/B testing,monitor click-through rates,and track conversion rates are great tools for optimising performance,but the key differentiator is how these tactics are applied with relevance as the primary focus.Raj Redij-Gill gives an example:“if you are running A/B tests to optimise ad placements,the goal shouldnt just be to maximise clicksit should be to determine how relevant those clicks are to the shoppers intent.Metrics like click-through rates and conversion rates are essential,but they need to be interpreted with relevance in mind.“Step 5 Align with advertisers on relevance:The final point is that retail media networks should collaborate with their advertisers to align relevance as core strategy.Advertisers may want results,but they also need to reach shoppers who are engaged and want to buy.Make sure you communicate with your advertising partners that campaigns that prioritise relevance over volume are what matters.Use the data and insights capability to share what resonates with shoppers to build trust.Reminder:relevenace matters Retail media networks must identify the point where they are tipping into prioritising revenue over relevance.While its tempting to add more ad slots and push revenue higher,this will lead to trust going down.Now,you might say that Amazon are increasing their ad load and they are getting away with it just look at Amazon Advertising revenues.The riposte to this is always the same:you are not Amazon.You are not a$600bn a year behemoth so you cannot replicate their strategies!The long-term success of retail media for every part of the industry retailers,advertisers,adtech,marketers,agencies hinges on relevance.Lets leave the last point to Raj Redij-Gill:relevance drives engagement and engagement drives revenue.Retailers can ensure that their retail media strategy remains profitable and customer-focused through the lens of relevance.ONSITE|AD LOAD TRAP23|RetailMedia|February 2025Subscribe to Retail Media at https:/ 2025 ONSITE|PERFORMANCE METRICSMeasuring onsite performanceMeasuring the success of onsite Retail Media campaigns is essential to understanding their value yet actually doing so is another matterMeasuring the success of an onsite retail media campaign has become a central tenet of how retail media works.However,what to measure and how it correlates to success is far from simple.There are so many different variables and a plethora of factors that play into retail media that measuring them all can produce a muddier picture than just picking a few key metrics.There is also the issue of different retail media networks and brands using different metrics,so comparison between how different sites perform becomes very hard to do.Measuring effectiveness To measure the effectiveness of an onsite retail media campaign,both brand marketers and the retailers that run the retail media network have a range of metrics that they can measure(see panel).However,there are some key measurements that can provide a holistic view of performance.Cost-per-click(CPC)Perhaps the most basic online ad metric is simply working out the cost for each user interaction with each ad.This certainly helps brands and retailers get a feel for the value of any given onsite campaign.However,it only delivers an indication of how much it is costing to get someone to click.In reality,brands advertising through onsite retail media need to know not just what a click costs but also what it yields.Return on investment(ROI)Looking at how the money spent achieving each click impacts revenue generation can be a more useful measure.ROI is calculated using the revenue attributed to the advertising,minus the cost of buying the ad placement divided by the cost of investment(then multiplied by 100,if you want it as a percentage).This provides a clear,quantifiable measure of campaign performance by directly linking ad spend to revenue generated.Measured by tracking and linking consumers who see an ad and then made a purchase,ROI can offer a simple way to attribute revenue and sales uplift to any specific ad campaign.However,it has limitations.ROI focuses primarily on immediate financial returns,potentially overlooking long-term brand building effects or customer lifetime value.An overemphasis on ROI might also lead to neglecting the limited scale of onsite inventory,which is restricted by the retailers website traffic and ad capacity.It can also be misleading,since high ROI doesnt necessarily mean high overall sales volume,which could lead to misguided decision-making if not viewed in context.Additionally,a focus on ROI can lead to increased competition for limited ad space,potentially driving up costs and reducing overall effectiveness.Return on ad spend(ROAS)The shortcomings of ROI as a metric to measure the success of onsite retail media is why many in the retail media market both on the brand and retailer sides prefer to look at ROAS.Calculated by dividing the revenue attributable to an ad by the cost of the ad,ROAS can provide a clear,quantifiable measure of campaign performance by directly linking ad spend to revenue generated.It is also often seen as favourable when measuring onsite retail media performance because onsite typically has a much higher margin than offsite advertising and generates more sales uplift due to it targeting engaged shoppers right at the decision or purchase point of their journey.ROASROI As the percentage of non-branded spend increases,ROAS decreases and top-line grows ROAS is calculated using digital attribution,which can vary from platform to platform ROAS decreases with increased incremental sales ROAS can foster a sense that channels competition rather than working together Focusing on high ROAS can lead to you targeting more and more heavy buyers,limiting growth ROI inversely correlates with profit growth ROI decreases as you spend more and increases as you spend less The easiest way to increase ROI is to decrease ad spend Focusing on increasing ROI limits growth ROI is not actually a measure of effectiveness but rather how efficiently you achieved it 24|RetailMedia|February 2025Subscribe to Retail Media at https:/ 2025 ONSITE|PERFORMANCE METRICS However,it too has many of the same shortcomings as ROI:a focus on immediate financial return rather than long-term brand-building impact;flattening ad strategy into something that is only performance-led;and not giving a complete picture of customer engagement,brand awareness and market-share growth.It is also open to misinterpretation,with high ROAS not necessarily meaning high overall sales volume which can lead to misguided decision making by brands.Incremental return on ad spend(iROAS)This is a metric used to measure the effectiveness of advertising campaigns by focusing on the additional revenue generated directly from advertising efforts.iROAS is calculated by subtracting the cost of ads from the incremental revenue and dividing by the cost of the ads(before multiplying by 100 to get that as a percentage).It differs from traditional ROAS in several key ways.Firstly,iROAS measures the revenue that would not have occurred without the specific marketing campaign,excluding baseline sales and accounts for the baseline consumer propensity to buy.This reduces measurement bias in digital marketing,leading to a more detailed picture of what is happening with an onsite campaign.A high iROAS indicates that a marketing tactic is effectively driving growth,while a low iROAS suggests the tactic may be targeting people who arent willing to buy or would have bought regardless of marketing.As a result,iROAS is becoming increasingly important in the marketing industry,especially in retail media,since it offers a more sophisticated approach to measuring campaign effectiveness and allocating marketing budgets efficiently.The measurement conundrum Despite all these approaches,there are still some nagging issues with measuring the success of onsite retail media campaigns.Everyone talks about measurement frameworks,data,incrementality,ROI,ROAS,iROAS or standardisation as though they are talking about the same thing,when theyre not.This is because:Different marketing goals require varied metrics Marketers do not use the same metrics in every category and industry to measure success,such as alcohol versus clothing,for example Retailers do not have access to metrics because the information is buried in POS Instore retail measurement is impossible to measure reliablyAll the complaints will eventually be addressed since measurement standards have evolved significantly over the past year due to the various IAB chapters releasing new standards for retail media for online,offsite and instore.The more these are adopted,the more the complaints should in theory go away.However,the complaint about standards will continue since the pace of technological change means that new measurement methods will be needed for new methods of marketing.Currently,many brands use ROAS and ROI as their main KPIs because they were championed by Google and Facebook as measures for advertising.But are they the best way to measure retail media?The marketing community is recognising that these measures are far from perfect.ROI is a very different metric than ROAS,yet both are used in retail media.THE TRANSISTION FROM ROAS TO IROAS RMNs generally cant outcompete Meta and Google on ROAS,but iROAS is a game they can win.According to retail media expert Andrew Lipsman,there is good reason why they can come out on top.They offer contextually relevant ads powered by better data and closed-loop attribution are all the ingredients an advertiser should need to drive incremental sales.Analysis by research firm Clerdata of a CPG brands cross-channel media spend finds that RMNs producing the highest iROAS with paid search and social barely above water,says Lipsman.Nevertheless,RMNs have acquiesced to the use of ROAS.In fact,theyve contributed to and arguably accelerated its adoption,Lipsman believes.The time has now come for RMNs to break advertisers of their addiction to a metric fundamentally disconnected from the P&L,he says.We now know that ROAS is easily gamed by targeting mechanisms designed to put ads in front of the audiences pre-disposed to convert.Yet the metric will continue to be used in the absence of something better.If they havent already done so,RMNs should introduce iROAS into their standard KPIs and report it alongside ROAS.This will ease their transition to their new“god metric”while familiarizing themselves with the relationship(or non-relationship)between iROAS and ROAS.25|RetailMedia|February 2025Subscribe to Retail Media at https:/ 2025 ONSITE|PERFORMANCE METRICSin 2021(audio speakers,computer printers,dolls,laptopcomputers,microwaves,power drills,running shoes,smartphones,tablet computers and televisions).Their papers showed that ROPO is“economically substantial”.Among the consumers who researched a product on Amazon,more end up buying it off-Amazon than on-Amazon across every analysed category.In other words,off-site purchases often exceeded onsite purchases,with ROPES varying from 0.5%to 10ross categories,with doll toys,printers and running shoes having higher ROPES than laptops or smartphones.Moreover,consumers who visit more product pages(PDPs),click more and spend a longer time on the products Amazon page are more likely to buy the product somewhere,be that on and off Amazon.Upper funnel advertising ROPO Professor Pauwels and his colleagues found that upper funnel advertising such as Display Ads,Video Ads or Sponsored Display ads tends to have a relatively larger share of off-site sales contribution relative to lower funnel advertising such as Sponsored Products advertising that affects mainly onsite salesThey also found that always-on advertising strategies on Amazon showed greater impact on off-site purchase behaviour compared to time-limited campaigns.Alternative measures So,if ROAS and ROI are imperfect KPIs should you wish to grow,what can be used instead?The concept of being digitally influenced is called ROPO(research online,purchase offline).There are many peer reviewed papers in marketing journals on the impact of retail media and the ROPO effect.For example,Professor Koen Pauwels,Professor of Marketing at Northeastern University in Boston,has written and collaborated on numerous papers.In one called Amplifying Off-site purchases with on-site advertising,Pauwels and his colleagues introduced two key metrics to measure ROPO.They combined Amazon internal data from customers browsing behaviour on A and matched these with survey responses for the same customers about their offsite behaviour across 12 product categories.Professor Pauwels and his colleagues created two brand-level measures to quantify the magnitude of off-site purchases among onsite researchers:Research onsite purchases elsewhere share(ROPES)and Amplifier Ratio(AR).ROPES(research on-site,purchase elsewhere share)The ratio of off-site buyers to onsite researchers within a category Amplifier Ratio(AR)A proxy for amplifying ROAS by comparing onsite purchases to off-site purchases within the same categoryProfessor Pauwels research was based on serious data sizes:they collected survey responses of 41,946 Amazon customers across ten categories 26|RetailMedia|February 2025Subscribe to Retail Media at https:/ 2025 ONSITE|CASE STUDIES:AMAZON ADVERTISINGAmazon Ads:a juggernaut that cant be stopped?Amazon Advertising is the retail media network arm of Amazon and is widely seen as the pioneer of retail media.Delivering$56bn in advertising revenue in 2024 up 21%from 2023 and significantly ahead of the$37.8bn generated in 2022 Amazon Ads alone is larger than the revenue earnings of the entire global newspaper industry and almost$20bn more than Netflix annual revenues.It is not far off twice the revenues of the global music industry.Amazon only broke out the Amazon Advertising business in its 2021 numbers but as is the case with most retail media businesses,it has 50%operating margins,which means that advertising delivered as much profit as Amazons much touted cloud business,AWS estimated at$20bn to$25bn all without the billions required in capex.The primary driver of this growth is onsite sponsored products,which dominate marketers budgets on Amazon and continue to yield positive returns.Amazon exceeded the broader digital advertising market by 2.8%.Sponsored products make up more than 75%of all Amazon Advertisings advertising revenues.Most sellers start their Amazon advertising journey with a sponsored products campaign because they are the most straightforward to set up.Some 70%of Amazon shoppers never click past the first page of search results.This is due to the platforms homogenised product listings page.Title,price,photo and rating all have a standard layout,making it challenging for individual brands to stand out when shoppers search for a product type.This homogenised listings page approach is one of the reasons why Amazon Advertising has been so successful.Amazon has been increasing the type,scope and capability of its advertising options at pace.Today,there are five main Amazon Advertising solutions available:Sponsored Products Sponsored Display Sponsored Brands Sponsored Display Video Ads Amazon DSPMost brands start their retail media advertising journey with a Sponsored Product(also called Sponsored Search)campaign and then move to Sponsored Display.The Amazon Advertising juggernaut shows no real signs of stopping and indeed,it looks like its increasing as brands and sellers are spending more money on Amazon ads as inventory has increased.Company name:Amazon AdvertisingParent retailer:AmazonSector(s):AllHQ Location:USOperational in:Everywhere except Cuba,Iran,North Korea,Sudan and Syria.Restricted access in Algeria,Bahrain,Bangladesh,Bhutan,Bosnia-Herzegovina,Brunei,China,Egypt,India and IsraelSales revenue:$590bnRetail media revenues:$56bn(2024)Find out more:27|RetailMedia|February 2025Subscribe to Retail Media at https:/ 2025 ONSITE|CASE STUDIES:AMAZON ADVERTISINGThe advertising business is the make or break on getting the business to break even.As analyst,Russ Deiringer of Stratably writes,“Improvements in targeting and leadership around measurement,particularly with Amazon Marketing Cloud,along with growing ad inventory are allowing it to continue to maintain the lions share of the retail media market.”Whats more surprising,according to Stratably Research,is that brands are shifting more of their Retail Media budget to Amazon than alternatives,despite it owning 70%to 80%of the market already.Stratably point out that in the US,“There is a gravitational pull of Amazon when it comes to retail media.Most agencies and brands I speak to say that while there are a ton of potential Retail Media networks to expand to,they continue to devote nearly all of their attention and resources to Amazon because of the rapid pace of innovation and large opportunity”.In other words,despite its scale,Amazon Advertising continues to be the benchmark that all others must look up to.Amazon brings retail media to SMB retailers and brandsThere has been lots of talk about how the second and third tier retailers could struggle to make a retail media network business work for them when they might not have the scale to make it attractive to brands,nor the ability to invest the resources in technology and heading.Another approach that has long been talked about in retail media is the network model,where one stack and one set of people manage everything for a bunch of retailers who might pool their audiences to access the riches of retail media.However,Amazon is aiming to tackle this disparity with the launch in January 2025 of its Retail Ads Service.Amazons pitch to smaller retailers and brands is as follows:Load up your catalogue through an API and you get to use the same Amazons adtech stack that powers the$50bn Amazon Advertising business You get access to a vast pool of advertisers already using Amazon Advertising You can manage your direct advertisers,all within the Amazon Ads console You receive comprehensive reporting and insights to help measure and optimise your advertising You get access to data clean rooms powered by Amazon Web Services(AWS)It seems pretty convincing for a smaller retailer but is that it?The question is whether this positions Amazon to strengthen its dominance over retail media.Data privacy also looms large.With critics questioning whether Amazon can resist using other retailers data for its gain,does giving your data to the largest online retailer in the world really make sense?Larger retailers are less likely to embrace this offer,given their established infrastructures and greater concerns about competition.As one Retail Media executive observed:“The big question is whether retailers want to rely on the tech and support one of their biggest competitors.”For smaller players,however,the benefits of using Amazons ad tools may outweigh such concerns.28|RetailMedia|February 2025Subscribe to Retail Media at https:/ 2025 ONSITE|CASE STUDIES:DOUGLAS MARKETING SOLUTIONSDOUGLAS Marketing Solutions:the in-house agency approach The DOUGLAS Group is a leading omnichannel provider of premium beauty in Europe.Since its foundation more than 200 years ago,the company has evolved into an international retail group with several brands across Europe,including DOUGLAS,NOCIB,Parfumdreams and Niche Beauty.It operates both physical stores and a comprehensive digital offering,including apps and online shops.Retail media has become an important new source of sales and a significant driver of profitability across the group.It is also a high margin offering that is reshaping the traditional relationship between the retailer and its suppliers.In 2019,the Group established its own retail media unit,DOUGLAS Marketing Solutions(DMS).This operates as an in-house agency,providing its brand partners with consumer insights and tailor-made 360-degree omnichannel media strategies.This positions DMS as a key player in the future of digital advertising.There is no such thing as a typical retail media campaign at DMS,with each campaign tailored to the specific needs and objectives of the partner.Based on ecommerce data,CRM insights and instore performance,DMS identifies key challenges and translates them into a customised campaign strategy.The data-driven approach not only forms the basis of the strategy but also ensures that campaigns have maximum impact and deliver the results that matter most to the brands partners.Onsite campaigns on DOUGLAS consist of Sponsored Product Ads and Audience Ads.Both have their advantages and start at different points in the funnel.Both types of ads sit directly at the moment of truth,which means that the user is already in the shop,directly at the point of sale.Sponsored Product Ads are located in the lower funnel,directly on the product level.They are sales-oriented and focus on sales and the return on ad spend.They are also a booster for the share of voice.These ads ensure that brands reach customers who browse a specific category or search for a specific products.Sponsored Product Ads are present on the product overview and search results pages.DMS Sponsored Product Ads work on a CPC(cost-per-click)basis.The awareness aspect and the cost-per-click allow DOUGLAS customer brands and their products to secure a constant share of voice.According to the company,the overall ROAS is 8.30,which means that,on average,DOUGLAS customers invest 1 and get 8.30 out.Company name:DOUGLAS Marketing Solutions(DMS)Parent retailer:The DOUGLAS GroupSector(s):BeautyHQ Location:GermanyOperational in:Europe with a focus on DACH,the Netherlands,Belgium,Italy,France,Spain and PolandSales revenue:$4.8bn(2024)Retail media revenues:No disclosedFind out more:www.douglas-marketing-29|RetailMedia|February 2025Subscribe to Retail Media at https:/ 2025 ONSITE|CASE STUDIES:DOUGLAS MARKETING SOLUTIONSAudience Ads,on the other hand,are located in the upper and mid funnel.These are intended to positively influence the purchase decision among a relevant target group and are therefore intended more for awareness generation and consideration rather than as a sales tool.These ads are about positively influencing the right target group in the right direction by inspiring relevant users with a view to their shopping behaviour and preferences in a contextual way.Audience ads are an especially beneficial way for product launches or a complete brand launch to get noticed in a specific,relevant environment.The billing model is CPM(cost per thousand contacts),since audience ads are not aimed at sales,but rather at awareness and consideration.The key performance indicator here is the achievement of visual contacts in the relevant target group.Audience Ads are possible on all category pages in the shop,as well as on mobile and desktop.Across these two types of onsite adverts,DMS campaigns pursue very different goals.To this end,DMS has four major use cases:Always-on-campaigns Designed to consistently increase sales.Specific peak Particularly high-turnover times are used,for example Christmas or Mothers Day Innovation/new in Completely new product launches are to be carried out in new categories A line extension This is the case when a new product is launched in an existing line that already has brand recognitionLooking ahead,DMS is in a strong growth phase with an ambitious three-year plan to further consolidate its leading position in the retail media sector.Its focus will be on rapid scaling across its nine existing markets,with particular emphasis on Benelux,Italy,France,Poland and Spain.The company also plans to significantly expand its product portfolio.It is currently working on launching an instore video solution,which will allow brands to tell their stories more compellingly at the point of sale.Additionally,there are plans to leverage its off-site expertise to integrate retail media into its physical stores,creating a fully comprehensive omnichannel approach.The goal of DMS is very specific to build a robust,full-funnel offering that is optimised to meet the evolving needs of its brand partners.The company aims to focus more on strategic partnerships,actively seeking collaborations within the ad-tech and advertising ecosystem in order to further drive innovation.30|RetailMedia|February 2025Subscribe to Retail Media at https:/ 2025 ONSITE|CASE STUDIES:GRUBHUB GrubHub:using onsite to power quick commerce Consumer demands are shifting and they now want delivery in an hour.Welcome to quick commerce,a trend thats expanded from being a good way to burn VC cash to something that consumers expect 247.Thanks to apps and new partnerships,consumers now expect that all food restaurant meals and groceries alike appears on demand.However,such fast delivery comes at a cost one that is currently being met by retail media.One of the ways to achieve sustainable income to drive quick commerce is to leverage traffic to create an advertising business.US food delivery service GrubHub shows the potential of this paring.Grubhub was one of the first quick food delivery marketplaces in the US.Today,it is a part of Just Eat T and has more than 33mn users and 375,000 merchants across 4,000 US cities.Whats unique about Grubhub is its partnership with Amazon.Since 2022,Amazon Primes 180mn members have had access to Grubhub ,the brands premium subscription offering,with zero delivery costs.In May 2024,direct ordering via the Amazon app and website was announced.Amazon shoppers can order from restaurants in all 50 states with Grubhub directly on A and in the Amazon Shopping app.If the customer is an Amazon Prime member,they get a free Grubhub membership worth$120 a year,which includes no delivery fees,lower service fees and 5%credit back on pick-up orders.The partnership also includes exclusive deals on Prime Day.This Amazon partnership delivers substantial reach and substantially differentiated audience against US competitors such as Uber Eats or DoorDash.GrubHub has partnered with Koddi to launch the GrubHub ads network.The shift in retail media is a must to compete with Uber Eats(see page 35)and DoorDash,which have long had large ad businesses aimed at restaurants.Ads will appear when shoppers search for specific cuisine or local restaurants.“As a marketplace with tens of millions of customers,were excited to give merchants and brands more opportunities to grow their business through Grubhub,”said Kyle Emmett,senior director of Retail Media and merchant solutions at Grubhub.“These new advertising tools are a natural extension of our long-standing efforts to make Grubhub an effective marketing channel for our merchant partners to acquire more consumers and a further step to reach our full potential as an advertising channel.”Company name:GrubHub Parent retailer:JustEat Takeaway(JET)Sector(s):Food deliveryHQ Location:USA Operational in:USA and Canada Sales revenue:$2.1bn(2023)Retail media revenues:Not disclosedFind out more: 31|RetailMedia|February 2025Subscribe to Retail Media at https:/ 2025 ONSITE|CASE STUDIES:MEDIAMARKTHow MediaMarkt onsite campaign booste
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