by Mars United Commerce | Jun 13, 2022 | Ask Marilyn, Insights & Measurement, Marilyn, Retailer Intelligence
For many commerce marketing organizations, breaking the cycle of budget allocations across retailers is an extremely difficult exercise. But in the data-driven world of omnichannel retailing, it’s no longer practical to continue divvying up the spend based simply on...
by Mars United Commerce | Apr 21, 2022 | Insights & Measurement, Retail Intelligence
By Katherine Barks, The Mars Agency A growing global practice gives The Mars Agency insights into shopper behavior and the business of commerce across a wide range of countries. Here, the agency’s Toronto-based Retail Solutions team looks at recent consumer trends...
by Mars United Commerce | Mar 16, 2022 | Ask Marilyn, Insights & Measurement, Marilyn
Against the backdrop of a life-altering pandemic, the world has changed in numerous ways over the last two years as concerns over social justice, economic inequality and environmental protection have reached all-time highs among many consumers. Should these heightened...
by Mars United Commerce | Feb 17, 2022 | Insights & Measurement, Marilyn
With retail media all the rage these days and CPG organizations debating the reallocation of national media dollars toward retailer-specific programs, the need to accurately evaluate performance across marketing tactics has become more critical than ever. CPGs have...
by Mars United Commerce | Feb 2, 2022 | Insights & Measurement, Marilyn, Retail Media
Historically, allocating shopper marketing budgets has been fairly simple: It’s based largely on the percentage of ACV (all commodities volume) generated by that retailer, but then can be influenced by the “squeaky wheels” in the organization — which leads to highly...
by Mars United Commerce | Jan 18, 2022 | Ecommerce, Insights & Measurement
For years, supermarket operators (and many CPG marketers) scoffed at the idea that shoppers would one day conduct full grocery trips online. Why? Because discerning shoppers would never buy fresh food without seeing and touching the products themselves — let someone...
