Over the past two weeks, I’ve been sitting down with Cody Tusberg, EVP of Connected Commerce and Retail Media Services at Acosta Group, to dig into some of the biggest challenges and opportunities in retail media. We started by exploring the inner workings of retailer organizations and how brands can navigate those dynamics. Then we talked about data normalization and how to make sense of multiple performance signals across platforms.

In this third and final episode in our series, Cody and I tackle one of the trickiest questions facing brands today: how do you manage a multi-retailer RMN stack effectively? From connecting media investment to sales, to reframing attribution, to holding retailers accountable for performance, we dig into the frameworks and strategies that can help brands succeed in an increasingly converged retail world.

This episode is sponsored by Connected Commerce at Acosta Group

Timeline

[1:01] – Is it realistic to connect retail media investment back to total sales across multiple retailers?
[2:26] – Why perfect attribution isn’t the goal and what brands should focus on instead.
[3:28] – Thinking beyond ROAS: cost of acquisition, lifetime value, and internal modeling.
[4:12] – Best practices for comparing performance data across retailers.
[5:35] – Orchestrating trade spend, shopper marketing, and retail media to work together.
[6:32] – Why a hub-and-spoke model helps brands scale retail media execution.
[7:27] – How some brands are holding retailers accountable for performance.
[8:36] – Looking ahead: why the lines between trade, shopper, and retail media will continue to blur.

Links & Resources

• Part 1 of this series Brands Are From Mars, Retailers Are From Venus
• Part 2 of this series Growth Beyond Amazon: Retail Media's Broader Opportunities
• Follow Cody Tusberg on LinkedIn
• Read my article Brands demand retail media standards. Retailers say it's too hard. Do they kind of have a point?
• Subscribe to Retail Media Breakfast Club's daily newsletter
• Follow Kiri on LinkedIn