Latest / Retail Media Breakfast Club / A retail media metric that isn't shiny or new but one that you return to again and again
Transcript
- A retail media metric that isn't shiny or new but one that you return to again and again === [00:00:00] Kiri Masters: Let's be honest, we're all chasing the latest shiny metric in retail media, but sometimes the most powerful insights come from the basics that we keep coming back to month after month. [00:00:15] In today's episode, I ask three brand side leaders about that one metric that isn't necessarily. Sexy or new, but is absolutely essential to how they run their business. [00:00:28] You'll hear why [00:00:30] one leader swears by tacos despite all the complexity of one P vendor timing, how market share becomes your north star when category competition is fierce, and why new to brand remains the ultimate [00:00:45] discovery metric. For driving trial purchases. These aren't the metrics you'll see trending on LinkedIn, but they're the ones that keep these leaders grounded in what actually moves the needle. [00:00:58] Let's dive in. Good [00:01:00] morning and welcome to the Retail Media Breakfast Club. I'm your host Curie Masters, and every weekday at 6:00 AM Eastern, I bring you candid and real discussions in the world of retail, media and marketplaces. In just 10 minutes, [00:01:15] so bring your own cup of coffee and we'll get smarter about retail media together. [00:01:20] Now let's hear from Louise and Tuners, national Account Manager, e-Commerce. Organica health products, [00:01:28] Luiz Antunes: one metric that I [00:01:30] need to return again and again and with not anything new is the tacos, and I've explained why. Uh, we work with a budget for all the marketing spend on Amazon P-P-C-D-S-P. We have a [00:01:45] percentage of the, the revenue and we are vendors on Amazon. [00:01:49] So our revenue comes from, uh, Amazon orders that, uh, it has, uh, uh, like, uh, depends on logistically, et cetera. And when you have, uh, [00:02:00] event, like for example, prime date orders can, before our spend came later. So if you look at the, this percentage, it won't work. So we have a. Calculation that check the difference between the Amazon POS, the [00:02:15] Amazon revenue and our shipments, and we look at the tacos because it, uh, brings a clear view of how we are tracking regarding our budget. [00:02:24] Uh, for example, in prime day, our spending is going to be more, but the revenues going to be more Amazon [00:02:30] revenue. And, and that's more constantly and we can track. That's why I look at that daily. However, right now there are other metrics that we are looking like, uh, new to the brand because we are investing more [00:02:45] a funnel. [00:02:45] Also repeat orders, purchase, uh, subscribing, number of subscribing, save lots of other me that are very interesting. But the pack was, it's, uh, mandatory. [00:02:57] Kiri Masters: Now let's hear from Danny [00:03:00] Silverman, growth consultant at Silver Stream Strategic Consulting. [00:03:04] Danny Silverman: Yeah, so I've been diving deep back into market share lately, and it's, for me, one of the original KPIs going all the way back through my entire career. [00:03:12] And the reason why I love market share, [00:03:15] um, is especially right now with so much churn and change in the categories whether or not you're winning or losing, it's not just about whether your sales are growing or profitability, but how you're doing relative to competition. So, so for me, market share is one of those KPIs I, I think, [00:03:30] is just an absolute anchor. [00:03:31] But in our space, often gets neglected because of whether it's cost or accuracy around concern, uh, around concerns, around accuracy, whatever it might be. Um, but I, I think it's a, it's an important one to have in your stable KPIs. [00:03:43] [00:03:45] Sure you're crushing it. Sure. You're Sure. You're crushing it on Amazon and Walmart. But what about Kroger, Instacart, and the fast growing regional grocers? [00:03:56] A Costa Group builds holistic media plans [00:04:00] on real shopper behavior across all the US retailers that your brand cares about. from digital shelf to retail media to data analytics, Acosta Group offers end-to-end connected commerce all under one roof. [00:04:15] Learn more at ACOA Group and tell them Retail Media Breakfast Club sent you. [00:04:21] That's a C OS T group. [00:04:27] Kiri Masters: Now let's hear from Elizabeth Revis, [00:04:30] e-commerce Marketplace director at Alga Cal. [00:04:33] Elizabeth Rivas: Yes. So, uh, one metric I keep coming back to, and that really guides our strategy, is a metric. Uh, it's all metrics around TER brand. So obviously it's not that flashy like roas, [00:04:45] but for us it's really everything. Because like our mindset at Alga Cal is all about brand discovery and when it comes to marketplaces, that is really the goal of that channel. [00:04:57] So it's about how do we get people in [00:05:00] the brand, get to know us, trust us, and you know, choose. Choose us for, uh, their bone health solution. So rather than like focusing on ROAS or ACOs, when I work with my ad agency, we actually track, uh, month [00:05:15] over month growth in, uh, TER brand customers. From there, um, we actually, uh, dig a little bit deeper, uh, u using the yes, the Amazon tools, but also the A MC. [00:05:27] So, uh, for example, we now are [00:05:30] looking into new brand's performance, but by appetite. So like which formats are actually bringing in new customers? Like is it sponsored products, sponsored brands? If it's brands, is it static, like product collections or [00:05:45] is it video, or is it upper mid funnel? You know, DSP. [00:05:50] That really helps us understand what types of creatives are more resonating, uh, with first time shoppers and get it, get them to [00:06:00] engage with us. It really helps us with our planning. [00:06:03] Kiri Masters: Well, that is it for today. I hope you enjoyed this episode of the Retail Media Breakfast Club. We meet here every day at 6:00 AM Eastern. [00:06:13] So be sure to subscribe [00:06:15] and get your daily dose of insights, trends, and hot takes in the world of retail, media and marketplaces.