At MAD//Fest UpNorth, Ollie Shayer, (Former) Omni-Media Director at Boots, joined forces with Criteo and LiveRamp to unpack one of retail media’s toughest challenges: media measurement.
Media measurement challenges
Ollie opened the session by outlining the three key challenges brands face:
- Fragmented and siloed media data across different plans
- Difficulty of activating and measuring data effectively on media platforms
- Lack of clarity around channel effectiveness across digital and in-store environments
First-party data and new technologies, especially those held by retailers, present an opportunity for improved omnichannel measurement, but many brands struggle to leverage this data effectively.
First-party data as the solution
Working in partnership with LiveRamp and Criteo, BMG’s solution leverages rich Boots Advantage Card data to build targeted audiences. These are then passed to BMG, where supplier partners can analyse and select the most relevant segments before activating campaigns across Boots’ full range of channels – onsite, offsite, in-store, and digital.
By combining onsite and in-store data, BMG gains a two-sided view that delivers true omnichannel performance. This accurate tracking of the full shopper journey not only unlocks more opportunities for advertisers and brands but also enables a deeper understanding of customer behaviour, allowing brands to fully attribute and optimise every touchpoint.
The future of media measurement: clean rooms
To close the session, LiveRamp’s Naomi explained that a customer’s purchase journey often spans multiple touchpoints, raising the age-old question …Who truly deserves credit for the final sale?
While multitouch attribution once offered answers, its effectiveness has declined due to challenges like growing privacy concerns, brands lacking a unified identity space to consolidate data, and limited visualisation and reporting tools.
To address this, Naomi shared that we’re entering a new era of technology with clean rooms, describing it as “the rebirth of multi-touch attribution.”
“We’re already starting to link touchpoint exposures back to transactions and put different credit weights across the customer journey. The future will allow us to collaborate more easily across the ecosystem.” she concluded.