Retail Media Incrementality with Skye Frontier
Ever wonder how Walmart, Kroger, Home Depot, and Instacart are different from a guy in a trench coat? They ask for consent before exposure! Join Simon and Jim as they dive into the often misunderstood world of retail media networks with Sky Frontier, EVP at Incremental.
Discover why retail media is the Wild West of advertising, how it's moving up the funnel, and the unique challenges it poses. Learn about Sky's journey from philosophy to advertising, and why your branded search strategy might need a rethink. Plus, we tackle Amazon's recent Google Shopping mystery – did they just pull off the greatest experiment of all time?
Links from the show:
IncrementalShow Notes:00:00 Welcome Back and Summer Catch-Up00:34 AI Measurement Solutions and Future Prospects01:10 Retail Media Networks: An Introduction02:21 Guest Introduction: Sky Frontier04:15 Defining Retail Media Networks06:46 Challenges in Retail Media Measurement14:12 Incrementality in Retail Media18:42 Operational Challenges and Clean Rooms22:55 Challenges in Retail Media Experimentation23:41 Econometrics and Granularity in Retail Media25:18 Synthetic Experimentation and Difference-in-Differences Analysis28:30 Future Trends in Retail Media32:28 Amazon's Strategic Shift in Advertising41:55 Concluding Thoughts on Retail Media Measurement
Skye Frontier
EVP
I've spent the majority of my career in and around marketing measurement. I started my career at comScore in cross platform audience and media measurement working on some of the first cross platform (TV+Desktop+mobile) lift tests. From there I spent a number of years at Neustar working across their full suite of measurement solutions (individual based lift tests, MTA, MMM) when the notion of "unified measurement" was all the rage. I spent the 5 years before Incremental at a startup called BERA, trying to assign a financial value to the intangibles of brand building. I've spent the last 3 years at Incremental trying to solve for incrementality based measurement in retail media and bring that measurement closer to the media transaction to replace LTA as the default tactical measure of performance.