Latest / Omni Talk Retail / Albertsons' Liz Roche On Full-Funnel Retail Media, Matched Markets & Moving Beyond Vanity Metrics

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Albertsons' Liz Roche On Full-Funnel Retail Media, Matched Markets & Moving Beyond Vanity Metrics · Omni Talk Retail

• 0:00
  Hello,
• 0:00
  everyone.
• 0:00
  This
• 0:01
  is
• 0:01
  Omnitalk
• 0:01
  Retail.
• 0:02
  I'm
• 0:02
  Chris
• 0:02
  Walton.
• 0:02
  And
• 0:02
  I'm
• 0:03
  Anne
• 0:03
  Mazinga.
• 0:03
  And
• 0:03
  we
• 0:04
  are
• 0:04
  coming
• 0:04
  to
• 0:04
  you
• 0:04
  live
• 0:04
  from
• 0:04
  the
• 0:05
  Fusion
• 0:05
  Group
• 0:05
  podcast
• 0:06
  studio
• 0:06
  at
• 0:06
  grocery
• 0:07
  shop
• 0:07
  booth
• 0:08
  number
• 0:08
  1663.
• 0:09
  We're
• 0:10
  gonna
• 0:10
  be
• 0:10
  here
• 0:10
  all
• 0:10
  day.
• 0:11
  Stop
• 0:11
  on
• 0:11
  in
• 0:11
  if
• 0:11
  you
• 0:12
  want
• 0:12
  to
• 0:12
  say
• 0:12
  hello.
• 0:13
  And
• 0:13
  now
• 0:13
  I'm
• 0:13
  pleased
• 0:14
  to
• 0:14
  introduce
• 0:14
  to
• 0:14
  you
• 0:15
  Liz
• 0:15
  Roach,
• 0:15
  the
• 0:16
  VP
• 0:16
  of
• 0:16
  Media
• 0:16
  and
• 0:17
  Measurement
• 0:17
  at
• 0:17
  Albertsons
• 0:18
  Media
• 0:18
  Collective.
• 0:19
  Liz
• 0:19
  has
• 0:19
  been
• 0:20
  on
• 0:20
  our
• 0:20
  show
• 0:20
  many
• 0:20
  times.
• 0:21
  Welcome
• 0:21
  back,
• 0:21
  Liz.
• 0:22
  Thank
• 0:22
  you,
• 0:22
  Chris.
• 0:22
  Thank
• 0:22
  you,
• 0:23
  Ann.
• 0:23
  Always
• 0:23
  a
• 0:24
  pleasure
• 0:24
  to
• 0:24
  be
• 0:24
  with
• 0:24
  you
• 0:25
  both.
• 0:26
  Well,
• 0:26
  I
• 0:26
  want
• 0:27
  to
• 0:27
  start
• 0:27
  by
• 0:28
  having
• 0:28
  you
• 0:29
  just
• 0:29
  introduce
• 0:29
  yourself
• 0:30
  to
• 0:30
  some
• 0:30
  people
• 0:30
  who
• 0:31
  are
• 0:31
  maybe
• 0:31
  new
• 0:31
  to
• 0:31
  Amitak,
• 0:32
  who
• 0:32
  haven't
• 0:33
  seen
• 0:33
  your
• 0:33
  previous
• 0:34
  performances
• 0:34
  here
• 0:35
  on
• 0:35
  Amitak.
• 0:35
  Okay.
• 0:36
  On
• 0:36
  the
• 0:36
  stage
• 0:37
  and
• 0:37
  then
• 0:37
  what
• 0:37
  your
• 0:38
  role
• 0:38
  is
• 0:38
  at
• 0:38
  Albertsons
• 0:39
  for
• 0:39
  sure.
• 0:39
  So
• 0:40
  I.
• 0:40
  I
• 0:41
  am
• 0:41
  happy
• 0:41
  to
• 0:41
  be
• 0:41
  here.
• 0:41
  I've
• 0:42
  been
• 0:42
  with
• 0:42
  Albertsons
• 0:42
  coming
• 0:43
  up
• 0:43
  on
• 0:43
  a
• 0:43
  year
• 0:43
  in
• 0:43
  January,
• 0:44
  actually.
• 0:44
  Okay.
• 0:45
  Vice
• 0:45
  President
• 0:45
  of
• 0:45
  Media
• 0:46
  and
• 0:46
  Measurement
• 0:46
  over
• 0:47
  at
• 0:47
  the
• 0:47
  collective
• 0:47
  side
• 0:48
  of
• 0:48
  the
• 0:48
  business.
• 0:48
  Prior
• 0:49
  to
• 0:49
  this,
• 0:49
  I've
• 0:49
  held
• 0:49
  some
• 0:51
  leadership
• 0:51
  roles
• 0:51
  and
• 0:51
  agency.
• 0:52
  I've
• 0:52
  been
• 0:53
  at
• 0:53
  platforms,
• 0:53
  meta,
• 0:54
  LinkedIn,
• 0:55
  and
• 0:55
  I
• 0:55
  also
• 0:55
  spent
• 0:56
  some
• 0:56
  time
• 0:56
  in
• 0:56
  publishing.
• 0:56
  So
• 0:57
  really
• 0:57
  I've
• 0:57
  run
• 0:57
  the
• 0:58
  gambit,
• 0:58
  but
• 0:58
  all
• 0:58
  of
• 0:58
  that
• 0:59
  coalescing
• 1:00
  back
• 1:00
  into
• 1:00
  the
• 1:01
  world
• 1:01
  of
• 1:01
  retail
• 1:01
  media.
• 1:02
  And
• 1:02
  what
• 1:02
  do
• 1:02
  you
• 1:02
  oversee
• 1:03
  at
• 1:03
  Albertsons
• 1:03
  right
• 1:04
  now?
• 1:04
  All
• 1:04
  of
• 1:04
  our
• 1:04
  media
• 1:05
  buying
• 1:06
  strategy
• 1:06
  and
• 1:07
  optimization
• 1:07
  and
• 1:08
  planning,
• 1:08
  of
• 1:09
  course,
• 1:09
  and
• 1:09
  then
• 1:09
  all
• 1:09
  of
• 1:09
  our
• 1:10
  measurement
• 1:10
  capability,
• 1:10
  which
• 1:11
  we
• 1:11
  do
• 1:11
  in
• 1:11
  house.
• 1:11
  So
• 1:12
  attribution,
• 1:13
  our
• 1:14
  marketing
• 1:14
  science
• 1:14
  team,
• 1:15
  our
• 1:15
  research
• 1:16
  analytics
• 1:16
  team,
• 1:17
  and
• 1:17
  the
• 1:17
  like.
• 1:18
  Okay.
• 1:19
  I'm
• 1:19
  also
• 1:19
  overseeing
• 1:19
  the
• 1:20
  digital
• 1:20
  in
• 1:20
  store
• 1:21
  screen
• 1:21
  network.
• 1:22
  So
• 1:22
  we
• 1:22
  have
• 1:22
  some
• 1:23
  new
• 1:23
  solutions
• 1:23
  that
• 1:23
  we've
• 1:24
  launched
• 1:24
  this
• 1:24
  year
• 1:24
  and
• 1:25
  I'm
• 1:25
  lucky
• 1:25
  enough
• 1:25
  to
• 1:26
  be
• 1:26
  able
• 1:26
  to
• 1:26
  oversee
• 1:26
  those
• 1:26
  initiatives
• 1:27
  as
• 1:27
  well.
• 1:27
  Yeah,
• 1:28
  and
• 1:28
  funny
• 1:28
  enough,
• 1:29
  I
• 1:29
  was
• 1:29
  just
• 1:29
  going
• 1:29
  to
• 1:29
  ask
• 1:29
  you
• 1:29
  about
• 1:30
  that
• 1:30
  because
• 1:30
  we
• 1:30
  actually
• 1:31
  talked
• 1:31
  about
• 1:31
  some
• 1:32
  of
• 1:32
  the
• 1:32
  new
• 1:33
  initiatives
• 1:34
  you
• 1:34
  have
• 1:35
  in
• 1:35
  regards
• 1:35
  to
• 1:36
  retail
• 1:36
  media
• 1:36
  on
• 1:36
  our
• 1:36
  weekly
• 1:36
  podcast.
• 1:37
  I
• 1:37
  want
• 1:37
  to
• 1:37
  make
• 1:37
  sure
• 1:37
  I
• 1:37
  get
• 1:38
  it
• 1:38
  right
• 1:38
  too.
• 1:38
  So
• 1:38
  I'm
• 1:38
  going
• 1:38
  to
• 1:38
  read
• 1:38
  my
• 1:39
  notes
• 1:39
  here.
• 1:39
  But
• 1:39
  you
• 1:40
  basically
• 1:40
  said
• 1:40
  you're
• 1:40
  getting
• 1:40
  behind
• 1:41
  three
• 1:41
  media
• 1:41
  channels.
• 1:42
  I
• 1:42
  think
• 1:42
  this
• 1:42
  is
• 1:43
  like
• 1:43
  a
• 1:43
  couple
• 1:43
  weeks
• 1:43
  ago,
• 1:43
  right?
• 1:44
  A
• 1:44
  couple
• 1:44
  weeks
• 1:44
  ago.
• 1:45
  And
• 1:45
  those
• 1:45
  were
• 1:45
  influencers
• 1:46
  in
• 1:46
  store
• 1:46
  screens
• 1:47
  and
• 1:47
  on
• 1:47
  site
• 1:48
  ad
• 1:48
  placements,
• 1:49
  with
• 1:49
  the
• 1:49
  position
• 1:49
  also
• 1:50
  that
• 1:50
  some
• 1:51
  of
• 1:51
  the
• 1:51
  CPG
• 1:52
  dollars
• 1:52
  spent
• 1:52
  towards
• 1:53
  those
• 1:53
  initiatives
• 1:54
  would
• 1:54
  be
• 1:54
  matched
• 1:54
  by
• 1:54
  the
• 1:55
  Albertsons
• 1:55
  media
• 1:55
  collective.
• 1:56
  So
• 1:56
  what
• 1:57
  was
• 1:57
  the
• 1:57
  rationale
• 1:57
  there
• 1:58
  in
• 1:58
  terms
• 1:58
  of
• 1:58
  the
• 1:58
  framework
• 1:58
  and
• 1:59
  then
• 1:59
  also
• 1:59
  the
• 1:59
  matching
• 1:59
  of
• 2:00
  the
• 2:00
  spend?
• 2:00
  Yeah,
• 2:01
  the
• 2:01
  framework
• 2:01
  is
• 2:01
  really
• 2:02
  to
• 2:02
  meet
• 2:02
  our
• 2:02
  shoppers
• 2:03
  where
• 2:03
  they're
• 2:03
  at
• 2:03
  and
• 2:04
  to
• 2:04
  provide
• 2:04
  more
• 2:05
  full
• 2:05
  funnel
• 2:05
  experience
• 2:06
  by
• 2:06
  way
• 2:06
  of
• 2:06
  inspiration
• 2:07
  and
• 2:07
  discovery.
• 2:08
  I
• 2:08
  think
• 2:08
  influencer
• 2:09
  plays
• 2:09
  a
• 2:09
  great
• 2:10
  role
• 2:10
  in
• 2:10
  that
• 2:10
  in
• 2:11
  being
• 2:11
  able
• 2:11
  to
• 2:11
  create
• 2:12
  interesting
• 2:12
  content
• 2:13
  around
• 2:13
  something
• 2:13
  that
• 2:14
  we
• 2:14
  all
• 2:14
  love.
• 2:14
  Food
• 2:15
  and,
• 2:15
  you
• 2:15
  know,
• 2:15
  housekeeping
• 2:16
  and
• 2:16
  keeping
• 2:16
  our
• 2:17
  homes
• 2:17
  nice.
• 2:18
  It's
• 2:18
  a
• 2:18
  natural
• 2:18
  sweet
• 2:19
  spot
• 2:19
  for
• 2:19
  influencer
• 2:20
  when
• 2:20
  it
• 2:20
  comes
• 2:21
  to
• 2:21
  our
• 2:21
  in
• 2:21
  store
• 2:21
  screens.
• 2:22
  We
• 2:22
  have
• 2:22
  over
• 2:22
  2,200
• 2:23
  stores
• 2:23
  across
• 2:23
  the
• 2:23
  U.S.
• 2:24
  you
• 2:24
  guys
• 2:24
  know
• 2:25
  we
• 2:25
  operate
• 2:25
  in
• 2:25
  13
• 2:25
  of
• 2:26
  the
• 2:26
  top
• 2:26
  15
• 2:27
  DMAs,
• 2:27
  47
• 2:28
  million
• 2:28
  loyal
• 2:29
  shoppers,
• 2:29
  over
• 2:29
  500
• 2:30
  million
• 2:30
  trips
• 2:31
  per
• 2:31
  year.
• 2:32
  The
• 2:32
  store
• 2:32
  is
• 2:32
  an
• 2:33
  amazing
• 2:33
  canvas
• 2:34
  to
• 2:34
  drive
• 2:35
  full
• 2:35
  funnel
• 2:35
  activation
• 2:36
  all
• 2:36
  the
• 2:36
  way
• 2:36
  from
• 2:37
  hey,
• 2:37
  how
• 2:37
  do
• 2:37
  I
• 2:37
  inspire
• 2:37
  you
• 2:38
  out
• 2:38
  of
• 2:38
  the
• 2:38
  grilled
• 2:39
  chicken
• 2:39
  and
• 2:39
  bagged
• 2:39
  salad
• 2:40
  through
• 2:41
  to
• 2:41
  how
• 2:41
  do
• 2:41
  I
• 2:41
  make
• 2:41
  sure
• 2:42
  that
• 2:42
  you
• 2:42
  understand
• 2:42
  what
• 2:42
  my
• 2:42
  price
• 2:43
  and
• 2:43
  promo
• 2:43
  deal
• 2:43
  is
• 2:44
  this
• 2:44
  week?
• 2:44
  So
• 2:44
  we're
• 2:45
  really,
• 2:45
  really
• 2:45
  bullish
• 2:45
  on
• 2:46
  store
• 2:47
  and
• 2:47
  then
• 2:47
  our
• 2:47
  on
• 2:47
  site
• 2:48
  as
• 2:48
  well.
• 2:48
  We
• 2:48
  know
• 2:48
  that's
• 2:49
  high
• 2:49
  intent
• 2:49
  territory.
• 2:50
  When
• 2:50
  people
• 2:50
  are
• 2:50
  on.com,
• 2:51
  they're
• 2:51
  definitely
• 2:52
  shopping.
• 2:53
  So
• 2:53
  we
• 2:53
  want
• 2:53
  to
• 2:53
  make
• 2:53
  sure
• 2:53
  that
• 2:54
  those
• 2:54
  placements
• 2:54
  are
• 2:54
  high
• 2:55
  impact
• 2:55
  and
• 2:55
  that
• 2:55
  we
• 2:55
  can
• 2:55
  really
• 2:56
  run
• 2:56
  the
• 2:56
  gambit
• 2:57
  when
• 2:57
  it
• 2:57
  comes
• 2:57
  to
• 2:57
  everything
• 2:58
  from
• 2:58
  discovery
• 2:59
  to
• 2:59
  conversion.
• 3:00
  Well,
• 3:00
  and
• 3:00
  Liz,
• 3:00
  how
• 3:01
  do
• 3:01
  you
• 3:01
  think,
• 3:01
  I
• 3:01
  mean,
• 3:01
  in
• 3:02
  your
• 3:02
  VP
• 3:02
  of
• 3:03
  measurement,
• 3:04
  these
• 3:04
  are
• 3:04
  a
• 3:04
  lot
• 3:04
  of
• 3:04
  channels
• 3:05
  to
• 3:05
  be
• 3:06
  tracking,
• 3:06
  to
• 3:07
  be
• 3:07
  measuring
• 3:08
  and
• 3:08
  looking
• 3:08
  at
• 3:08
  efficacy
• 3:09
  and
• 3:09
  where
• 3:09
  to
• 3:09
  kind
• 3:10
  of
• 3:10
  place
• 3:10
  place
• 3:10
  to
• 3:10
  your
• 3:10
  future
• 3:11
  bets.
• 3:11
  How
• 3:12
  are
• 3:12
  you
• 3:12
  doing
• 3:12
  all
• 3:13
  of
• 3:13
  that
• 3:13
  and
• 3:13
  how
• 3:14
  are
• 3:14
  there
• 3:14
  like
• 3:14
  nuances
• 3:15
  to
• 3:15
  each
• 3:15
  one
• 3:16
  that
• 3:16
  you're
• 3:16
  having
• 3:16
  to
• 3:17
  break
• 3:17
  down,
• 3:17
  explain
• 3:18
  kind
• 3:18
  of
• 3:18
  your
• 3:18
  philosophy
• 3:19
  and
• 3:19
  how
• 3:19
  you
• 3:20
  approach
• 3:20
  that?
• 3:20
  Yeah,
• 3:20
  I
• 3:21
  mean,
• 3:21
  this
• 3:21
  is
• 3:21
  a
• 3:21
  lot
• 3:21
  of
• 3:21
  what
• 3:22
  I've
• 3:22
  been
• 3:22
  speaking
• 3:22
  about
• 3:23
  here
• 3:23
  because
• 3:24
  we're
• 3:24
  getting
• 3:24
  so
• 3:25
  much
• 3:25
  more
• 3:27
  interest
• 3:27
  in
• 3:28
  doing
• 3:28
  some
• 3:28
  more
• 3:28
  full
• 3:29
  funnel
• 3:29
  stuff.
• 3:29
  Again,
• 3:29
  I
• 3:29
  think
• 3:30
  a
• 3:30
  lot
• 3:30
  of
• 3:30
  it
• 3:30
  has
• 3:30
  to
• 3:30
  do
• 3:30
  with
• 3:30
  the
• 3:31
  Albertson
• 3:31
  scale.
• 3:31
  Right.
• 3:32
  We
• 3:32
  don't
• 3:32
  just
• 3:33
  need
• 3:33
  to
• 3:33
  be
• 3:33
  a
• 3:33
  low
• 3:33
  funnel
• 3:33
  player.
• 3:34
  We're
• 3:34
  addressing
• 3:35
  a
• 3:35
  lot
• 3:35
  of
• 3:36
  the
• 3:36
  adults
• 3:36
  in
• 3:36
  the
• 3:36
  US
• 3:37
  So
• 3:37
  how
• 3:38
  can
• 3:38
  we
• 3:38
  create
• 3:38
  kind
• 3:38
  of
• 3:38
  those
• 3:39
  upper
• 3:39
  funnel
• 3:39
  moments
• 3:39
  and
• 3:40
  really
• 3:40
  feed
• 3:40
  the
• 3:40
  funnel
• 3:41
  to
• 3:41
  drive
• 3:41
  efficiency
• 3:42
  low
• 3:43
  for
• 3:43
  us?
• 3:44
  You
• 3:44
  know,
• 3:44
  that
• 3:44
  means
• 3:44
  that
• 3:45
  we
• 3:45
  need
• 3:45
  to
• 3:45
  get
• 3:45
  kind
• 3:45
  of
• 3:45
  creative
• 3:46
  when
• 3:46
  it
• 3:46
  comes
• 3:46
  to
• 3:46
  measurement.
• 3:47
  Not
• 3:47
  everything
• 3:47
  in
• 3:47
  that
• 3:48
  high
• 3:48
  funnel
• 3:48
  area
• 3:48
  is
• 3:49
  one
• 3:49
  to
• 3:49
  one,
• 3:49
  but
• 3:49
  we
• 3:49
  need
• 3:50
  to
• 3:50
  make
• 3:50
  sure
• 3:50
  that
• 3:50
  we're
• 3:50
  moving
• 3:51
  units.
• 3:51
  Okay.
• 3:52
  So
• 3:52
  measuring
• 3:52
  sales
• 3:53
  lift
• 3:53
  using
• 3:54
  match
• 3:54
  market,
• 3:55
  using
• 3:55
  synthetic
• 3:56
  control,
• 3:56
  match
• 3:56
  market
• 3:57
  and
• 3:57
  really
• 3:57
  trying
• 3:58
  to
• 3:58
  understand
• 3:58
  the
• 3:58
  lift,
• 3:59
  especially
• 3:59
  for
• 3:59
  in
• 4:00
  store,
• 4:00
  is
• 4:00
  really
• 4:01
  critical.
• 4:01
  And
• 4:02
  for
• 4:02
  us
• 4:02
  we're
• 4:02
  really
• 4:02
  focused
• 4:03
  on,
• 4:03
  hey,
• 4:04
  how
• 4:04
  do
• 4:04
  we
• 4:04
  isolate
• 4:05
  some
• 4:05
  of
• 4:05
  these
• 4:05
  variables
• 4:06
  and
• 4:06
  figure
• 4:06
  out
• 4:07
  where
• 4:07
  we're
• 4:07
  driving
• 4:08
  incremental
• 4:08
  sales,
• 4:09
  where
• 4:09
  we're
• 4:09
  moving
• 4:09
  units.
• 4:10
  What
• 4:10
  are
• 4:10
  some
• 4:10
  of
• 4:10
  the
• 4:11
  things
• 4:11
  blocking
• 4:12
  you
• 4:12
  from
• 4:12
  being
• 4:12
  able
• 4:12
  to
• 4:13
  do
• 4:13
  that
• 4:13
  right
• 4:13
  now?
• 4:13
  Like,
• 4:14
  are
• 4:14
  there
• 4:14
  things
• 4:14
  standing
• 4:14
  in
• 4:15
  the
• 4:15
  way
• 4:15
  that
• 4:17
  could
• 4:17
  prevent
• 4:18
  you
• 4:18
  from
• 4:18
  getting
• 4:18
  to
• 4:18
  this
• 4:19
  clear
• 4:19
  picture?
• 4:20
  I
• 4:20
  think
• 4:20
  we're
• 4:20
  Getting
• 4:21
  pretty
• 4:21
  close.
• 4:22
  Where
• 4:22
  it
• 4:22
  becomes
• 4:22
  tricky
• 4:23
  is
• 4:23
  when
• 4:23
  you're
• 4:23
  combining
• 4:24
  channel
• 4:24
  on
• 4:24
  channel
• 4:25
  on
• 4:25
  channel.
• 4:26
  And
• 4:26
  for
• 4:26
  us,
• 4:26
  again,
• 4:27
  because
• 4:27
  we
• 4:27
  have
• 4:27
  our
• 4:27
  division
• 4:28
  structure
• 4:28
  and
• 4:28
  because
• 4:29
  we
• 4:29
  have
• 4:29
  such
• 4:29
  scale,
• 4:30
  we
• 4:30
  are
• 4:30
  able
• 4:31
  to
• 4:31
  execute
• 4:32
  multi
• 4:32
  cell
• 4:33
  tests
• 4:33
  and
• 4:33
  understand,
• 4:33
  hey,
• 4:34
  I've
• 4:34
  got
• 4:34
  one
• 4:34
  channel
• 4:35
  running
• 4:35
  in
• 4:35
  this
• 4:35
  market,
• 4:35
  I
• 4:36
  have
• 4:36
  three
• 4:36
  channels
• 4:36
  running
• 4:36
  in
• 4:36
  this
• 4:37
  market,
• 4:37
  I
• 4:37
  have
• 4:37
  two
• 4:37
  channels
• 4:38
  running
• 4:38
  in
• 4:38
  this
• 4:38
  market.
• 4:39
  Where
• 4:39
  am
• 4:39
  I
• 4:39
  getting
• 4:40
  that
• 4:41
  arbitrage
• 4:42
  opportunity
• 4:42
  of
• 4:42
  one
• 4:42
  plus
• 4:43
  one
• 4:43
  equals
• 4:43
  three.
• 4:43
  Yep.
• 4:44
  So
• 4:44
  a
• 4:44
  lot
• 4:45
  of
• 4:45
  experimentation,
• 4:45
  but
• 4:46
  when
• 4:46
  you
• 4:46
  have
• 4:46
  the
• 4:47
  scale,
• 4:47
  it
• 4:47
  does
• 4:47
  make
• 4:47
  it
• 4:48
  unlocks
• 4:48
  it
• 4:48
  for
• 4:49
  sure.
• 4:49
  Yeah.
• 4:49
  Right.
• 4:49
  And
• 4:50
  so
• 4:50
  Liz,
• 4:50
  you
• 4:51
  mentioned
• 4:51
  you've
• 4:51
  been
• 4:51
  talking
• 4:51
  about
• 4:52
  this
• 4:52
  at
• 4:52
  the
• 4:52
  show
• 4:52
  all
• 4:52
  the
• 4:52
  time.
• 4:52
  You
• 4:53
  talked
• 4:53
  about
• 4:53
  it
• 4:53
  on
• 4:53
  stage.
• 4:53
  I'm
• 4:54
  curious,
• 4:54
  like,
• 4:54
  did
• 4:54
  you,
• 4:55
  did
• 4:55
  you
• 4:55
  present,
• 4:56
  did
• 4:56
  you
• 4:56
  share
• 4:56
  the
• 4:57
  stage
• 4:57
  with
• 4:57
  anybody
• 4:57
  else?
• 4:57
  What
• 4:58
  were
• 4:58
  some
• 4:58
  of
• 4:58
  the
• 4:58
  other
• 4:58
  key
• 4:58
  things
• 4:58
  you
• 4:59
  shared
• 4:59
  at
• 4:59
  the
• 4:59
  conference?
• 5:00
  Yeah,
• 5:00
  so
• 5:00
  I
• 5:00
  was
• 5:00
  really
• 5:00
  lucky
• 5:01
  to
• 5:01
  be
• 5:01
  on
• 5:01
  a
• 5:01
  panel
• 5:01
  with
• 5:02
  Mike
• 5:02
  from
• 5:02
  Pepsi.
• 5:03
  And
• 5:03
  we
• 5:04
  had
• 5:04
  a
• 5:04
  great
• 5:04
  conversation
• 5:04
  both
• 5:05
  about
• 5:05
  partnership,
• 5:05
  but
• 5:06
  also
• 5:06
  about
• 5:07
  getting
• 5:07
  metrics
• 5:08
  that
• 5:08
  are
• 5:08
  closer
• 5:09
  to
• 5:09
  business
• 5:09
  outcomes.
• 5:10
  We
• 5:11
  know
• 5:11
  there
• 5:11
  are
• 5:11
  a
• 5:11
  lot
• 5:11
  of
• 5:11
  metrics
• 5:12
  that
• 5:12
  can
• 5:12
  be
• 5:12
  vanity
• 5:13
  metrics,
• 5:13
  some
• 5:13
  that
• 5:13
  are
• 5:14
  efficiency
• 5:14
  metrics.
• 5:15
  At
• 5:15
  the
• 5:15
  end
• 5:15
  of
• 5:15
  the
• 5:15
  day
• 5:16
  at
• 5:16
  Albertsons,
• 5:17
  at
• 5:17
  the
• 5:17
  Collective,
• 5:18
  yes,
• 5:18
  we're
• 5:19
  a
• 5:19
  media
• 5:19
  company,
• 5:20
  but
• 5:20
  we
• 5:20
  are
• 5:20
  a
• 5:20
  retailer.
• 5:21
  We
• 5:21
  have
• 5:21
  to
• 5:21
  move
• 5:22
  units,
• 5:22
  we
• 5:22
  have
• 5:22
  to
• 5:23
  move
• 5:23
  more
• 5:23
  units.
• 5:23
  And
• 5:24
  when
• 5:24
  our
• 5:24
  clients
• 5:24
  are
• 5:24
  winning,
• 5:25
  we're
• 5:25
  winning.
• 5:25
  Right.
• 5:25
  When
• 5:26
  they
• 5:26
  grow,
• 5:26
  we
• 5:27
  grow.
• 5:27
  So
• 5:28
  being
• 5:28
  able
• 5:28
  to
• 5:28
  start
• 5:29
  isolating
• 5:29
  some
• 5:30
  of
• 5:30
  those
• 5:30
  KPIs
• 5:30
  that
• 5:31
  do
• 5:31
  speak
• 5:31
  to
• 5:32
  category
• 5:32
  growth,
• 5:33
  brand
• 5:33
  growth,
• 5:33
  LTV,
• 5:34
  getting
• 5:35
  more
• 5:35
  longitudinal,
• 5:36
  all
• 5:36
  things
• 5:36
  that
• 5:36
  our
• 5:37
  partners
• 5:37
  are
• 5:37
  really
• 5:37
  interested
• 5:38
  in
• 5:38
  and
• 5:38
  things
• 5:38
  we
• 5:38
  want
• 5:39
  to
• 5:39
  dig
• 5:39
  in
• 5:39
  with
• 5:39
  them.
• 5:40
  So
• 5:40
  we'll
• 5:41
  close
• 5:41
  out
• 5:41
  with
• 5:41
  this
• 5:42
  question.
• 5:43
  I'm
• 5:44
  curious
• 5:44
  where
• 5:44
  you
• 5:45
  see
• 5:45
  retail
• 5:46
  media
• 5:46
  heading
• 5:47
  kind
• 5:47
  of,
• 5:47
  and
• 5:48
  it's
• 5:48
  its
• 5:48
  presence
• 5:49
  in
• 5:49
  grocery.
• 5:50
  As
• 5:50
  we
• 5:50
  look
• 5:50
  out,
• 5:51
  you
• 5:51
  know,
• 5:51
  across
• 5:51
  the
• 5:52
  next
• 5:52
  three
• 5:53
  to
• 5:53
  five
• 5:53
  years,
• 5:53
  do
• 5:53
  you
• 5:53
  feel
• 5:54
  like
• 5:54
  we're
• 5:54
  still
• 5:54
  in
• 5:54
  early
• 5:54
  innings?
• 5:55
  You
• 5:56
  mentioned
• 5:56
  things
• 5:56
  like
• 5:57
  influencers,
• 5:58
  and
• 5:58
  we
• 5:58
  think
• 5:58
  about
• 5:59
  how
• 5:59
  people
• 5:59
  are
• 5:59
  searching
• 6:00
  and
• 6:00
  finding
• 6:00
  products.
• 6:01
  Like,
• 6:01
  how
• 6:02
  are
• 6:02
  some
• 6:02
  of
• 6:02
  these
• 6:02
  new
• 6:03
  technologies
• 6:03
  going
• 6:03
  to
• 6:04
  impact
• 6:04
  where,
• 6:04
  where
• 6:04
  you
• 6:04
  think
• 6:05
  the
• 6:05
  state
• 6:06
  of
• 6:06
  retail
• 6:06
  media
• 6:07
  is
• 6:07
  headed?
• 6:08
  Retail
• 6:08
  media
• 6:08
  and
• 6:08
  grocery
• 6:09
  is
• 6:09
  fun
• 6:10
  because
• 6:10
  grocery
• 6:10
  shopping
• 6:11
  is
• 6:11
  inherently
• 6:11
  fun.
• 6:12
  And
• 6:13
  in
• 6:13
  making
• 6:13
  food,
• 6:14
  everyone's
• 6:14
  got
• 6:14
  to
• 6:14
  do
• 6:14
  it.
• 6:15
  Yeah.
• 6:15
  And
• 6:15
  also,
• 6:15
  you
• 6:16
  know,
• 6:16
  like,
• 6:16
  look
• 6:17
  clean.
• 6:17
  I'm
• 6:18
  on
• 6:18
  clean
• 6:18
  talk.
• 6:19
  Right.
• 6:19
  Home
• 6:20
  cleaning,
• 6:20
  all
• 6:21
  of
• 6:21
  these
• 6:21
  things
• 6:21
  are
• 6:21
  fun
• 6:22
  for
• 6:22
  us.
• 6:23
  So
• 6:23
  I
• 6:24
  think
• 6:24
  there's
• 6:24
  no
• 6:24
  end
• 6:25
  in
• 6:25
  sight
• 6:25
  for
• 6:25
  where
• 6:25
  we
• 6:26
  move
• 6:26
  in
• 6:26
  grocery.
• 6:27
  I
• 6:27
  do
• 6:27
  think
• 6:27
  that
• 6:28
  there's
• 6:28
  so
• 6:29
  much
• 6:29
  room
• 6:29
  for
• 6:29
  us
• 6:30
  to
• 6:30
  play
• 6:30
  in
• 6:31
  some
• 6:31
  of
• 6:31
  those
• 6:31
  more
• 6:31
  content
• 6:31
  rich
• 6:32
  spaces.
• 6:32
  There's
• 6:33
  also
• 6:33
  room
• 6:33
  for
• 6:33
  us
• 6:33
  to
• 6:34
  play
• 6:35
  in
• 6:35
  digital
• 6:36
  out
• 6:36
  of
• 6:36
  home.
• 6:36
  There's
• 6:37
  room
• 6:37
  for
• 6:37
  us
• 6:37
  to
• 6:37
  play
• 6:37
  in
• 6:38
  store.
• 6:38
  There's
• 6:38
  room
• 6:38
  for
• 6:39
  us
• 6:39
  to
• 6:39
  influence
• 6:39
  the
• 6:39
  last
• 6:40
  mile
• 6:41
  with
• 6:41
  the
• 6:41
  frequency
• 6:41
  of
• 6:42
  grocery
• 6:42
  especially,
• 6:43
  you
• 6:43
  know,
• 6:43
  I
• 6:43
  think
• 6:43
  of
• 6:43
  the
• 6:44
  store
• 6:44
  and
• 6:44
  the
• 6:44
  last
• 6:44
  mile
• 6:44
  to
• 6:45
  the
• 6:45
  store
• 6:45
  as
• 6:45
  ripe
• 6:46
  for
• 6:46
  opportunity
• 6:46
  to
• 6:47
  drive
• 6:47
  some
• 6:48
  kind
• 6:48
  of
• 6:48
  inspiration.
• 6:48
  Again,
• 6:49
  how
• 6:49
  do
• 6:49
  we
• 6:50
  get
• 6:50
  you
• 6:50
  to
• 6:50
  think
• 6:50
  outside
• 6:50
  of
• 6:51
  the
• 6:51
  typical
• 6:51
  dinner
• 6:52
  box?
• 6:52
  So
• 6:53
  I
• 6:53
  think
• 6:53
  we're
• 6:53
  going
• 6:53
  to
• 6:53
  see
• 6:54
  a
• 6:54
  lot
• 6:54
  more
• 6:54
  formats,
• 6:55
  a
• 6:55
  lot
• 6:55
  more
• 6:55
  channels,
• 6:56
  really.
• 6:56
  I
• 6:56
  think
• 6:57
  we'll
• 6:57
  see
• 6:57
  an
• 6:57
  emphasis
• 6:58
  on
• 6:58
  creative,
• 6:58
  on
• 6:59
  influencer
• 7:00
  and
• 7:00
  things
• 7:00
  that
• 7:00
  really
• 7:01
  just
• 7:01
  kind
• 7:01
  of
• 7:01
  mirror
• 7:02
  the
• 7:02
  fun
• 7:02
  of
• 7:03
  being
• 7:03
  in
• 7:03
  the
• 7:03
  store.
• 7:04
  How
• 7:04
  do
• 7:04
  you
• 7:04
  think
• 7:04
  about
• 7:04
  experience?
• 7:05
  That's
• 7:05
  one
• 7:05
  thing
• 7:06
  that
• 7:06
  we've
• 7:06
  been
• 7:06
  hearing
• 7:06
  from
• 7:07
  some
• 7:07
  retail
• 7:07
  media
• 7:08
  outlets
• 7:08
  about
• 7:09
  how
• 7:10
  you
• 7:10
  can
• 7:10
  measure
• 7:10
  experiences
• 7:11
  in
• 7:12
  the
• 7:12
  store
• 7:12
  outside
• 7:13
  of
• 7:13
  the
• 7:13
  store.
• 7:13
  Like,
• 7:14
  do
• 7:14
  you
• 7:14
  think
• 7:14
  about
• 7:15
  that
• 7:15
  as
• 7:15
  a
• 7:15
  possible
• 7:16
  channel?
• 7:17
  Yeah,
• 7:17
  I
• 7:17
  think
• 7:18
  there's.
• 7:18
  That's
• 7:19
  certainly
• 7:19
  on
• 7:19
  the
• 7:19
  table.
• 7:19
  There's
• 7:20
  nothing
• 7:20
  off
• 7:20
  the
• 7:20
  table
• 7:20
  for
• 7:21
  us.
• 7:21
  The
• 7:21
  screen
• 7:22
  experience
• 7:22
  is
• 7:23
  part
• 7:23
  of
• 7:23
  it.
• 7:23
  Right.
• 7:24
  Being
• 7:24
  able
• 7:24
  to
• 7:24
  bring
• 7:25
  these
• 7:25
  big
• 7:25
  beautiful
• 7:26
  screens
• 7:26
  into
• 7:27
  areas
• 7:27
  where
• 7:28
  you
• 7:28
  might
• 7:28
  have
• 7:28
  a
• 7:28
  little
• 7:28
  more
• 7:28
  dwell
• 7:29
  time.
• 7:29
  Think
• 7:29
  deli,
• 7:30
  think
• 7:30
  meat
• 7:31
  counter,
• 7:31
  think
• 7:31
  pharmacy
• 7:32
  and
• 7:32
  put
• 7:32
  really
• 7:33
  engaging
• 7:33
  inspirational
• 7:34
  content.
• 7:34
  It's
• 7:35
  a
• 7:35
  huge
• 7:35
  win
• 7:35
  for
• 7:35
  our
• 7:35
  shoppers.
• 7:36
  It's
• 7:36
  a
• 7:36
  huge
• 7:36
  win
• 7:37
  for
• 7:37
  our
• 7:37
  brands.
• 7:37
  Yeah.
• 7:37
  Are
• 7:38
  there
• 7:38
  any
• 7:38
  other
• 7:38
  channels
• 7:38
  that
• 7:39
  you're
• 7:39
  thinking
• 7:39
  about
• 7:39
  that
• 7:39
  you
• 7:39
  can
• 7:40
  tease
• 7:40
  for
• 7:40
  us?
• 7:40
  I
• 7:41
  wish
• 7:41
  I
• 7:41
  could
• 7:41
  say,
• 7:42
  okay,
• 7:42
  I'm
• 7:43
  curious.
• 7:43
  I
• 7:43
  thought
• 7:44
  I'd
• 7:44
  ask.
• 7:44
  But
• 7:44
  you
• 7:44
  know,
• 7:45
  especially
• 7:45
  with
• 7:46
  at
• 7:46
  Albertsons,
• 7:46
  you
• 7:47
  guys
• 7:47
  know
• 7:47
  we're
• 7:48
  extremely
• 7:48
  data
• 7:48
  driven.
• 7:49
  We're
• 7:49
  also
• 7:49
  really,
• 7:50
  really
• 7:50
  willing
• 7:50
  to
• 7:51
  test
• 7:51
  and
• 7:51
  lean
• 7:51
  into
• 7:51
  innovation.
• 7:52
  So,
• 7:52
  you
• 7:53
  know,
• 7:53
  we're
• 7:53
  open
• 7:53
  minded.
• 7:54
  We've
• 7:54
  got
• 7:54
  open
• 7:54
  ears
• 7:55
  when
• 7:55
  it
• 7:55
  comes
• 7:55
  to
• 7:55
  trying
• 7:56
  some
• 7:56
  new
• 7:56
  things.
• 7:57
  Awesome.
• 7:57
  Well,
• 7:57
  thank
• 7:57
  you,
• 7:57
  Liz.
• 7:58
  Thanks
• 7:58
  for
• 7:58
  joining
• 7:58
  us.
• 7:58
  Thanks
• 7:59
  for
• 7:59
  having
• 7:59
  me
• 7:59
  as
• 7:59
  always.
• 7:59
  Yeah,
• 8:00
  always
• 8:00
  a
• 8:00
  pleasure.
• 8:01
  Hope
• 8:01
  the
• 8:01
  rest
• 8:01
  of
• 8:01
  the
• 8:01
  show
• 8:02
  goes
• 8:02
  great
• 8:02
  for
• 8:02
  you.
• 8:02
  And
• 8:03
  thank
• 8:03
  you
• 8:03
  to
• 8:03
  the
• 8:03
  Fusion
• 8:03
  group
• 8:03
  for
• 8:04
  sponsoring
• 8:04
  our
• 8:04
  coverage
• 8:04
  here
• 8:05
  today
• 8:05
  and
• 8:05
  as
• 8:05
  always,
• 8:06
  and
• 8:06
  be
• 8:06
  careful
• 8:07
  out
• 8:07
  there.