Priya Shenoy, Marketing Director for Omni-Shopper at Tillamook, outlines the recent journey undertaken by her commerce marketing team and her partners at Mars United Commerce to find an effective way of measuring the direct impact of retail media on the business that would resonate within the organization.
Joined by Erin Taylor, Senior Director of Commerce Media at Mars United, Shenoy discusses the challenges that necessitated the project, the process used to identify a metric that would clearly isolate the impact of retail media investments, and the response the work has received within the organization. She also describes the next steps the Tillamook and Mars United teams will take as they continue building a best-in-class commerce marketing practice.
