Measuring What Matters: Closing the Loop Across Customer Journeys with Alice Beecroft and John Mathieson

If retail media’s first era was about visibility, its next will be about validation. In this session, John Mathieson, Group Managing Director at SMG, and Alice Beecroft, Senior Director at Yahoo DSP, explored how the industry can close the loop between online activation and offline sales, and why smarter, privacy-safe measurement is now the key to unlocking retail media’s full commercial value. Together, they made the case for a simpler, more connected future: where data is not just gathered, but put to work across platforms, retailers, and even categories.

The Bottom Line

The future of retail media measurement is connected, collaborative, and commercial. Yahoo’s Beecroft and SMG’s Mathieson showed how linking online engagement to offline sales turns data from a reporting tool into a growth engine.

The Takeaways

Data Is Power Only If It Connects

Retailers are sitting on goldmines of data that too often go underused. Beecroft argued that the opportunity isn’t to collect more data, but to connect the data that already exists — from digital activations to point-of-sale transactions.

“With 75% of CPG sales still happening in-store, it would be remiss not to measure how digital activation drives real-world impact.”

Through Yahoo’s global identity spine, she showed how brands can now measure incremental sales and household lift across multiple retailers — proving the true reach and ROI of retail media investments.

It’s Not as Complex as It Seems

Measurement can feel overwhelming, but as Beecroft put it, “it’s not as complicated as people think.” The technology is already here — clean rooms, data onboarders, and cross-retailer identity frameworks make integration more accessible than ever.

“Start simple. Prove its value. Then scale.”

For retailers, the message was clear: measurement shouldn’t live in silos. When online, in-store, and offsite are linked, the payoff isn’t just transparency — it’s better partnerships, smarter optimisation, and new revenue streams from data monetisation.

From Measurement to Monetisation

Beecroft’s examples showed that closing the loop isn’t just a reporting function — it’s a business model. Retailers who can demonstrate impact are already building new commercial opportunities.

“If you can build a measurement capability that shows the value of your campaigns, you can turn that into a revenue source.”

The collaboration between Yahoo and Afterpay in Australia proved it: by offering brands measurable insights, they created a marketplace where data itself becomes a premium asset — and a new path to growth.

Quote to Remember

“The biggest myth is that everything has to be siloed. It doesn’t. On-site, off-site, in-store — it can all be brought together.” — Alice Beecroft, Yahoo Advertising