Lynn Rupprecht

This is a must-read for CMOs! Mars United Commerce recently spoke with CMOs at leading retailers to hear what business challenges they are currently facing. Michele Roney outlines three key capabilities retailer CMOs must build within their marketing organizations to help tackle these challenges. Link to read it in the comments 👇

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❌ "Retail media is not just ad sales." ❌ For the Path to Purchase Institute, Managing Director Sean Crawford takes a deep dive into the state of retail media measurement, the push for standardization and why transparency is key. 📝 Sean writes: "Brands need clarity on their retail media spend now. That’s why there’s something even more important than standards that RMNs can offer immediately: true transparency. When retailers treat brands as clients and are transparent about what has — and just as importantly has not — worked, brands and retailers improve their working relationship and can make better-informed media decisions that increase profits on both sides of the equation." Read more: https://lnkd.in/eUgb_cKT #retailmedia #measurement #retailmedianetwork

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Join us today at 1pm ET to hear insights on how to approach Retail Media to drive more efficient and effective marketing for brands. The proliferation of networks and a lack of clarity around metrics and ROI mean that navigating retail media can be a struggle. The way forward for brands is to build outstanding customer experiences and effectively engage shoppers through retail media networks. #RetailMedia #CPGBrands #Learning #Marketing

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This is a great perspective on the "path to purchase." In this latest report, Mars United Commerce presents a new approach to the classic “path to purchase” that starts with shopper mindsets rather than the more traditional focus on behaviors or tactics in this latest report. Download your copy here: https://lnkd.in/gCkj6Ysz #pathtopurchase #ecommerce #commercemarketing #strategy

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In the evolving landscape of digital marketing, Colgate-Palmolive has taken a strategic approach to leverage first-party data. They prioritized quality over quantity in its data collection efforts, adapting to market changes and enhancing consumer engagement through direct-to-consumer (DTC) models. This is how we see it at Sigma Software Group 1. Focus on First-Party Data: Colgate-Palmolive has shifted its emphasis to first-party data, redesigning its consumer-facing sites and apps to collect email addresses and other opted-in user data. This move is part of a broader strategy to reduce reliance on third-party data. 2. Adaptation to Market Changes: Despite Google’s changes to its third-party cookie deprecation plans, Colgate-Palmolive remains committed to its first-party data strategy. The company views this as an opportunity to develop more robust data practices. 3. Utilization of DTC Models: The rise of direct-to-consumer (DTC) brand-specific websites has provided Colgate-Palmolive with new sources of first-party data. These websites not only facilitate transactions but also offer insights into consumer behavior and content engagement. 4. Enhanced Consumer Engagement: By redesigning its websites and apps to serve as information hubs, Colgate-Palmolive aims to create more meaningful interactions with consumers. This approach helps the company gather valuable data while providing useful content to users. Colgate-Palmolive’s first-party data strategy exemplifies a forward-thinking approach in the digital marketing realm. By focusing on quality data collection, adapting to industry changes, and leveraging DTC models, the company not only enhances its data practices but also fosters deeper consumer relationships. This strategy positions Colgate-Palmolive to navigate the future of digital marketing with resilience and innovation. You can read the full article by Allison Schiff from AdExchanger below. #SigmaSoftwareUSA #AdTech #1PData #DTC #FutureOfDigitalMarketing

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NUMBERS DON’T LIE: Retail Media is on the rise. At this years #possible24 the continued rise of retail media wove its way through plenty of on-stage conversations. From Diana Haussling discussing how Colgate-Palmolive is addressing a true omni-channel approach, to Vinny Rinaldi, Evan Hovorka and Dave Kersey discussing how budgets are blending outside of just trade dollars into the RMN eco-system. Newly released data would indicate that the opportunity is in fact at hand for brands, agencies and retail media groups to collectively drive sales against working ad dollars. So how does that change the potential mix of media and who benefits the most? Leave an opinion in the comments below 👇 #retailmedia #marketing #mio https://flip.it/SBmQgk

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I am really looking forward to moderating this session next week. What are we going to talk about? Three big things: 1. The advertiser's crisis! Viewers are disengaging with your ads, citing repetition (42%), oversaturation (40%), and intrusiveness (25%) as reasons to leave them playing to nothing but an empty couch. 2. How to augment your marketing mix to combat this with In-Scene Advertising, a genre that can't be avoided, skipped or ignored - at a fraction of the cost and environmental impact of traditional product placement, yet just as powerful. 3. The huge opportunity this is opening up for networks and creators to monetize their catalog. It's going to be an awesome session - if you're at Ad Week, I highly recommend a visit! #AWNY24

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For brands, managing the relationship with key retailers is a challenging task. But establishing truly collaborative, business-building partnerships is a strategic imperative for driving sustainable growth. In this new report, Mars United Commerce leaders Kandi Arrington and Meghan Heltne equip brands with strategies for elevating their relationships with key retailer partners. Download your copy here: https://lnkd.in/gTgwWmBW #retailerrelationship #brandstrategy #growth

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What does it take to create new space for diversity in beauty and beyond? Our Editor in Chief Thatiana Diaz took the stage at Advertising Week New York with our client SEPHORA’s Brent Mitchell, My Code’s Alexandra Kennedy, and Digitas North America’s Danisha Lomax to address this question — and how brands can champion the advancement of representation in the beauty industry. 🎙️ Here are the panel’s top takeaways: ⛔ No lip service. Spend time with the communities you want to connect with. Invest time to listen and make consumers feel seen, heard and most importantly — supported. This community investment will change the perception of your brand and increase brand lift. 🔊 Turn up the volume during heritage months, but ensure you’re showing up intentionally and proactively year-round in multifaceted ways. If the first question asked is “What should we be doing for X month?” you need to look internally.  Being part of a community requires real participation—365. 🌐 Listen to your audience, and make sure you know where they are. The comment section should not be feared, it’s a gold mine of content and feedback. Learn where your audience is interacting with your brand and make sure you’re active in that space. There are no tricks of the trade when investing in diverse communities. But the panelists agree, doing the above will ensure that your strategy resonates. Did you catch us at #AWNewYork24? Say 👋🏽

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Demand for #retail media in the US is diversifying rapidly, with more brands allocating ad spend to off-site and in-store ads. As advertisers gravitate toward fewer, more strategic partnerships, the retail media landscape is evolving to become leaner and more focused. Explore how retail media networks can optimize their strategies and capitalize on this growth in our retail media customer survey findings, conducted in partnership with ROI Rocket. https://atbain.co/4g1UtU3

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EDO’s investment-grade data science models match every TV ad airing with actual engagement activity – a proven indicator of future sales. Media is more complex than ever, and brands need a more robust approach to measurement. EDO joins competitive, historical, and turnkey partner data to provide always-on TV ad insights that you can leverage immediately. Learn how your ads drive consumer engagements: https://lnkd.in/es3wWgBu

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Streaming’s on fire, and we’re here for it! 🔥 LiveRamp's Adam Paul breaks down why CTV is dominating screens and what it means for advertisers. Ready to get ahead? Watch episode 3 of “Here’s the deal...”

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"Be cautious of falling into the trap of being 'Data rich, insights poor,' as extracting meaningful insights from data requires dedicated resources. Focus on mining the right data to generate actionable insights that drive business outcomes." One of our favorite call outs from the POSSIBLE Trend Report from Publicis Commerce came from Jill Cruz. We would add: The creativity that brings insight-driven ideas to life to connect with shoppers also requires dedicated resources. 📊 -> 💡 -> 🎨 -> 💛 -> 🛒 Check out the full report here 👉 https://lnkd.in/eE3BBb6W #data #insights #creativity #connection #commerce

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“THE POWER OF ONE” IN A WORLD DIVIDED. Just for the record … The key difference between Publicis and other agency holding companies like WPP, Omnicom, and IPG is that Publicis actually has and makes work a Unique Selling Proposition (USP) … “The Power of One”. That is, the promise and delivery of truly and fully integrated Brand marketing communications services where there are ultimately only two questions to be answered: 1) Are we making money for our clients? and 2) Are we making money for ourselves and shareholders? That’s it. Because one follows the other if the individual agencies and their holding company parents do their jobs harmoniously. Hence, the power of one! “One Brand, One Voice. With Distinction” for consumers, investors, and shareholders alike. 😎       

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Navigating the world of retail media? You've probably experienced its growing pains. Our experts shared with ADWEEK how to address them so that you can unlock major wins for your business—and avoid falling behind.

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Kroger is set to launch an updated measurement model using first-party data to help brands understand their full-funnel impact and offer more relevant experiences for audiences. Influenced by IAB’s Retail Media Measurement Guidelines, this hybrid approach provides deeper insights into media budget performance and standardizes metrics for accountability and transparency. A major step forward in retail media measurement! #RetailMedia #CustomerData #Kroger #FullFunnelMarketing #IABStandards

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