"Seizing Opportunities in Retail Media" took place, at the Groceryshop event in Las Vegas. The speaker, Mike Glaser, VP of Digital Commerce Marketing at PepsiCo, discussed how PepsiCo is managing retail media, using digital tools and data to drive more effective consumer engagement.
Glaser emphasized the importance of building full-funnel marketing programs that span multiple platforms and retailers, leveraging PepsiCo’s proprietary data systems and collaborating closely with retail media networks.
Key Themes and Takeaways
Retail Media Framework
- Glaser introduced a framework that PepsiCo uses to evaluate retail media campaigns, which revolves around three key concepts: Targeted, Measurable, and Scalable.
- Targeted: PepsiCo combines its proprietary data platform, CDMA (Consumer Data Management & Analytics), with retailer data to create rich, behavior-driven audience segments. This allows for more effective targeting, whether it's promoting innovation or driving co-purchase behavior.
- Measurable: PepsiCo values incremental measurement, often using randomized control trials, lift studies, and data clean rooms to assess the effectiveness of campaigns. For example, they evaluate performance both in terms of return on investment (ROI) and co-purchase rates, as well as lifetime value.
- Scalable: While scalability is more naturally achieved with larger retail networks, PepsiCo also values emerging industry standards that help unify retail media across multiple platforms, making it easier to scale campaigns.
