"Measuring Shopping Media" at JUMP NY
Today’s top brands are leveraging the retail channel like never before to speak with consumers on a one-to-one basis as they do price comparisons and shop online. But how do brands truly measure their advertising within online retail? When we consider that most publishers optimize around content consumption, and a retailer’s entire existence is around conversion, an accurate measurement strategy must center on understanding consumer context and its impact on conversion.
To truly measure the ROI of purchased media, you must have a direct tie into the purchase funnel. Luckily, online retail provides just that. For brands that are endemic to the online retail environment (those sold online), you can measure your direct influence on sales. For those that aren’t, there exist a wealth of opportunities to understand your brand’s online presence by defining the needle and how you can move it.
Next Wednesday, I’ll be sharing some case studies on how brands can measure their retail advertising programs at JUMP New York–the first U.S. conference for Econsultancy, a digital marketing best practice community and publisher, which educates the world’s marketers on everything from web analytics and email marketing, to social media, PR and ecommerce.
JUMP New York is run in partnership with trade associations representing the full breadth of the marketing industry (The Alliance for Audited Media, Columbia Business School’s Center on Global Brand Leadership, Direct Marketing Association, Marketing Executive Networking Group, Shop.org, SoDA) and will bring together over 750 marketers from the world’s top brands.
I’ll be speaking at 9:30 AM at the Analyze Theater at the Metropolitan Pavilion, and RichRelevance will be exhibiting on the show floor. I look forward to seeing and meeting with you there!