Charlene Charles

This is a must-read for CMOs! Mars United Commerce recently spoke with CMOs at leading retailers to hear what business challenges they are currently facing. Michele Roney outlines three key capabilities retailer CMOs must build within their marketing organizations to help tackle these challenges. Link to read it in the comments 👇

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Step into the future of retail with @SamsungUS innovative solutions! See how FastSensor's insights transform shoppers' journeys, dramatically increasing basket size and profits. Embrace the change and tailor real-time experiences for your customers with Samsung. Contact Bubble Cloud/ Bubble Social Media Marketing for more details. #RetailRevolution #SamsungInnovation

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Pssst. Marketing leaders. Nervous to ask questions about data clean rooms? Here’s a cheat sheet for you. More of a guidebook, really. We laid out “12 essential strategies for marketers” to help wrap your head around how and why you should be using clean rooms and data collaboration. All 12 are important to understand, but here are my Top 4: 1. Build Richer Audience Profiles Leverage data clean rooms to go beyond basic demographics, combining your first-party data with retailers' email datasets and purchase histories to increase your first party data and better understand your audience. That way, you can compare match rates across channels while keeping personal data anonymous, in order to discover and refine your most relevant audiences. With these insights, you can tailor ad content and campaign strategies to specific interests and lifestyles, driving higher conversion rates. 2. Personalize at scale Now that you have increased the size and wealth of your, you have a better understanding of the specific needs and desires of different segments. That allows you to craft messages that speak directly to your customers. This level of personalization not only captures attention but also fosters a deeper connection with your brand, leading to higher engagement and conversion rates. 3. Retarget high-value, in-market buyers Imagine identifying users who visited your site, downloaded your app, added a product to their cart but didn’t convert. By matching your first-party behavioral data with retailers’ audience segments, you can precisely re-target these potential buyers with a special discount or related product recommendation. Example: Mondelēz International, a large US food and beverage company, collaborated with Pinterest and Albertsons’ Media Collective to enhance their targeting for a new charcuterie board campaign. By reaching in-market consumers who had purchased other brands of crackers, they saw a 16% sales lift and a 19% lift in new buyers! 4. Verify the reach of your campaigns Keeping track of your ad campaign's reach across numerous media channels can be a real challenge. By collecting impression-level data from each media partner through a data clean room, you can get a clear view of your cross-channel delivery and start measuring the quality of your audiences. Precise targeting, with robust data, is only valuable if it's driving results. Ensure you have a solution that is providing you with robust measurements so you can quickly optimize your campaigns. Download the full guidebook and check out all 12 strategies and reach out to LiveRamp with any questions!

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Squeezing the value: This article from Forrester suggests B2B CMO's aren't really expecting much in the way of budget increases next year. https://shorturl.at/FfVks, so getting the biggest bang for your marketing bucks is more crucial than ever. 💲 When KoalaB2B launched back in April, we did so because we believe in the power of #intent #data and its ability to shine a light on early buying behavior. 💳 Intent data is proving valuable to many. ZoomInfo's customer impact report suggests 62% of marketers engage more in-market accounts through intent. https://shorturl.at/4k4TR and plenty of others are achieving increased pipeline results. 🈺 So, if you're looking to maximise your budget and drive targeted leads through intent data then come check out www.koalab2b.com 🐨

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Retail is not just about "experiences" in 2024—it's about connected experiences, says #RetailMediaSummit keynote Jessica Hendrix, EVP and CMO of Hy-Vee, Inc.. And that's where #retailmedia comes in—expanding the relationship between shopper and retailer to also include brand advertisers. As a regional chain, Hy-Vee has always been deeply integrated into communities, offering regional insights beyond national chains. Demonstrating the evolution of experiences, Hy-Vee has installed food courts in stores (inspired by Eataly)—Chinese, Italian, and American fare. Shoppers have shown time and again they will spend more money at a location if they connect to the experience. Capturing shopper attention is harder than ever, but delivering relevancy is about diving deeper into the shopper data—beyond demos to psychographics and behaviors. Also, kid influence is much stronger now with parent shoppers than in the past. But there are challenges in measuring relevance—what did the shopper communicate all the way to the register? Biggest trends for the next 12 months: • In-store media will become more important. • Brands/agencies will build centers of excellence to maximize their retail media spend/campaigns. • Value of 1st-party data will continue to evolve. And the big question going forward: how will AI fit more specifically into #retailmedia? How will it become integrated into our needs? Path to Purchase Institute

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Measurement is key to maximize (and prove) marketing impact. Kroger shares how they hold traditional reach mediums like CTV accountable to actual conversion outcomes. Explore more from LiveRamp's #RampUp24 here: https://lnkd.in/gfAzGy9c

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Folks, we have an exciting webinar TODAY on the hottest topic in the media industry right now: Retail Media or Commerce Media. We have an outstanding panelist lined up, and you definitely don't want to miss it. If you're a CPG marketer, this topic is a must for you. I assure you that you'll walk away with actionable insights to bring back to your organization. Click the link below to register. Looking forward to seeing you there!

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This is a must-read for CMOs. Mars United Commerce spoke with CMOs at leading retailers to hear what business challenges they are currently facing. Michele Roney outlines three key capabilities retailer CMOs must build within their marketing organizations to help tackle these challenges. Brand CMOs and CEOs shuold also take note. Link to read it in the comments. #retail #brand #growth #CMO #Marketing

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Why Traditional Marketing Mix Modeling Is Falling Behind Key Challenges: Inflexibility: Traditional MMM relies on outdated historical data, making it less effective in today's fast-paced digital market. Long Timelines: Annual MMM projects lead to outdated insights, hindering real-time decision-making. High Costs: Extensive consultant involvement drives up costs and delays analysis. Complex Market: Navigating numerous channels and touchpoints, including Retail Media Networks (RMNs), complicates marketing decisions. Revenue Attribution: Traditional models struggle with accurately attributing revenue to specific marketing efforts. Why Switch to Keen Decision Systems? In-House Control: Use your own data, custom models, and tailored plans for greater flexibility. Credibility: Demonstrate marketing's impact on business outcomes, securing stakeholder buy-in. Advanced Analysis: Keen’s platform uses machine learning for dynamic, data-driven decisions. Real-Time Insights: Stay current with real-time data processing for agile strategy adjustments. Ready to transform your marketing strategy? https://lnkd.in/e6PK2kWF #MarketingStrategy #MMM #MarketingOptimization #InHouseModels #KeenDecisionSystems #AgileMarketing #DataDrivenDecisions

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Measurement is key to maximize (and prove) marketing impact. Kroger shares how they hold traditional reach mediums like CTV accountable to actual conversion outcomes. Explore more from LiveRamp's #RampUp24 here: https://lnkd.in/gEfnYkfz

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There are many great trios out there: Harry, Ron and Hermione; Jordan, Pippin and Rodman; and the newcomers, McKinney, Wagner and Bremhorst... no really! On this episode of Digital Transformation Success, recorded LIVE at Greenbook's IIEX Conference in Austin, TX, join Point 600's Ryan Wagner, Meltwater's Henry Bremhorst and me, the Momma Bird of Little Bird Marketing, as we discuss AI's integration into business, and the consequences of what they call, "data ignorance." LINK TO SHOW IN FIRST COMMENT. #littlebirdmarketing #podcast #digitalinnovation #digitalintegrationandautomation

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The Mars Agency's Lindsey Simcik and Kristin Wall joined over 800 practitioners last week for the Salsify Digital Shelf Summit in Nashville, Tennessee, to network and gain insights into the evolution of the omnichannel space. Across the different sessions, five themes emerged: 🧠 Artificial Intelligence 📋 Product Quality ⚖️ Data Governence 📊 Measurement 🌱 Digital Transformation Get their key takeaways here 👇

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What is thought partnership? And why I love doing it. Thought partnership moves thought leadership from the theoretical to the practical and creates a 1:1 relationship built on trust, rapport, and experience to help marketing and product leaders solve specific problems or unlock solutions to their most pressing business challenges. A good strategic thought partner takes collaboration to the next level—and here's why I love it. • Innovation: Thought partnership holds space for co-creation, where my expertise and the CMO's or CPO's experience collide to spark breakthrough ideas. • Shared success: When I co-develop solutions, and my team and I have a hand in the execution, it fosters a sense of shared commitment (and accomplishment!) and strengthens the partnership for future work together. • Collaboration: Two minds are always better than one! When we tackle complex marketing challenges collaboratively, we draw from our combined knowledge and experience to create even better solutions. Are you a marketing or product leader seeking a trusted partner to navigate the ever-evolving marketing landscape? Let's connect and discuss how a thought partnership can help you achieve breakthrough results! #thoughtleadership #marketingstrategy #thoughtpartner #collaboration

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Must read on the convergence of commerce, creativity and entertainment. “There is no longer a linear purchase journey,” Jill Toscano. “And we believe that every opportunity is a moment for serendipitous discovery. And when you understand that brand storytelling and retail performance don’t have to be at odds with one another and are in fact most powerful when paired together, then we can seize the opportunity to both inspire and sell.” #networkedexperiences https://lnkd.in/ecKTyMDs

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For brands, managing the relationship with key retailers is a challenging task. But establishing truly collaborative, business-building partnerships is a strategic imperative for brands looking to drive sustainable growth. Join us for this webinar on May 14 as The Mars Agency's Kandi Arrington and Meghan Heltne will discuss how brands can elevate the relationship and unlock growth that's transformational for both parties. Learn more and register here 👇 #brandstrategy #retail #retailerrelationship #webinar

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Think of clean rooms as the secret sauce for retail media growth! Retailers, armed with first-party data, are teaming up for greater reach and scale. LiveRamp's VP of Industry Sales, Retail & CPG, Kevin Dunn, tells Beet.TV how clean rooms create a secure, collaborative environment.

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The ANA Masters of B2B Marketing is over and yesterday was a big day filled with content and insights. You can listen to the highlight topics below. Message me if you want to know more. #ANAB2B #B2B

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Your martech stack is only as effective as the foundation it’s built on – and that foundation is customer data. So how do you ensure your data house is in order? Discover how martech leaders are enriching customer intelligence and activation with data collaboration in the Winterberry Group report, Demystifying the Data Layer: The Transformation of Marketing Data Infrastructure. Get your copy:

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