#30DaysofRetailMedia | Day 20: Retail Media is All About the Data
It pays to know the customer.
Brands use a retailer’s first-party customer data to refine and measure their advertising campaigns on retail media networks.
Retailers and brands can better understand and serve consumers using data insights on shoppers’:
🛍 Engagement: Are they a new or loyal customer?
🛍 Attitudes: What brands and categories do they love?
🛍 Behaviors: How often do they shop online or in stores? Do they spend hours on TikTok or at the gym?
Retail media also helps retailers and brands avoid privacy issues that affect advertising based on third-party data from cookies, which are being phased out.
Overall, applying consumer data can drive growth, as:
⭐ RETAILERS earn new revenue streams from B2B ad sales
⭐ BRANDS gain insights for better media planning, targeting and measurement
⭐ CONSUMERS see more relevant, targeted ads for a superior customer experience
What would you add?
Related:
Brands’ Retail Media Needs
Amazon Gets Intimate
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30 Days of Retail Media series by Lisa Goller, Founder, Lisa Goller Marketing
RETAIL MEDIA FUNDAMENTALS
Day 1: Retail Media is On Fire
Video: Why Retail Media is On Fire
Day 2: Online vs. Offline Retail Media
Video: What’s the Difference Between Online vs. Offline Retail Media?
Day 3: On-Site vs. Off-Site Retail Media
Video: The Difference Between On-Site vs. Off-Site Retail Media
Day 4: Endemic vs. Non-Endemic Brands in Retail Media
Video: Endemic vs. Non-Endemic Brands
Day 5: Retail Media Glossary
Video: Speaking the Language of Retail Media
RETAIL MEDIA STAKEHOLDER GROUPS
Day 6: Retail Media Stakeholders
Day 7: Retailers’ Retail Media Needs
Day 8: Brands’ Retail Media Needs
Day 9: Tech Providers’ Retail Media Needs
Day 10: Consumers’ Retail Media Needs
Day 11: Retail Media Leaders – Retailers
Day 12: Retail Media Leaders – Brands
Day 13: Retail Media Leaders – Tech Providers
RETAIL MEDIA TRENDS
Day 14: Retail Media Fuels Global Growth
Day 15: Retail Media Reveals Marketing Silos
Day 16: Retail Media Sparks Restructuring
Day 17: Retail Media Sparks Retailer-Brand Collaboration
Day 18: Ad Buying & Selling Evolve With Retail Media
Day 19: Retail Media Goes Full Funnel
Day 20: Retail Media is All About the Data
Day 21: Retail Media Metrics
Day 22: Stores Evolve With Retail Media
Day 23: Why Grocery is a Retail Media Magnet
Day 24: CTV Shakes Up Retail Media
RETAIL MEDIA STRATEGY
Day 25: Retail Media Risks
Day 26: Retail Media Key Success Factors
Day 27: Retail Media Partnership Trends
Day 28: Retail Media PEST Analysis
Day 29: Who Has Retail Media Power?
Day 30: Retail Media – Looking Ahead
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