Emily Pesses DuBois

In our latest case study, we supported a Plant-Based Foods brand with valuable consumer insights. This brand was looking to tailor their messaging to appeal to the Publix shopper. Our research found striking differences between the Publix shopper and shoppers at other grocery stores in terms of their values & priorities. We recommended to the brand for the Publix shopper, they downplay taste, sustainability, and dairy-free in their messaging and instead emphasize their health benefits, quality ingredients, and finely crafted products. We additionally compared interest vs. purchase behavior for various plant-based food items and identified growth opportunities for the brand - categories where interest is currently outpacing purchase.

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“The future CMO will need to be a master of both art and science.” Learn how the role of CMOs is evolving and what strategies these leaders are implementing to drive business growth in Merkle’s blog: https://bit.ly/4gmWGtA

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“It’s all about being a step ahead of the consumer. For example, if it’s football Sunday and a consumer adds tortilla chips to their cart, we want to leverage ads to immediately surface a complementary product like salsa. … It’s all about relevance and making ads feel more like engaging content." - Daniel Folkman At Gopuff, we are committed to empowering brands with tools to target specific audiences effectively. Our suite of tools and insights enables partners to reach new to brand (NTB) and lapsed buyers through digital search environments, ensuring personalized and tailored interactions. #retailmedia #marketing #personalization #advertising #commerce #commercemedia Read more: https://lnkd.in/e5icbYdz

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Think of your marketing strategy as a treasure hunt. LiveRamp's "Measurement Primer for Brands" is your trusty map! Dig into how to maximize ROAS, unravel data silos, and navigate privacy regulations. https://lnkd.in/gt2aM2jG

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When I asked Austin Solinski for a promo graphic inspired by Trader Joe's, he absolutely nailed it! As we approach the end of the year, it's the perfect time for marketers to start mapping out their 2025 strategy. If you’re still relying on slow, drawn-out social strategy processes, I have good news: I created the Social Strategy Sprint at Ona Media Company because: 🚀 A strong, results-driven social strategy can be crafted in under 4 weeks (not 12+ like other agencies). 🤝 Collaboration should be ongoing throughout the process — no more "kickoff and disappear" until the end. 🎯 Social strategies must be tightly connected to business outcomes — and that connection is often missed. 🫠 Realistically the level of effort is the same regardless of amount of channels so scoping should be simple and transparent. ❌ Most marketers can't answer the simple question, "Why is [company] on social media?" Our Social Strategy Sprint delivers a comprehensive and actionable strategy in just 4 weeks. Here’s how: ✅ 4 immersive, 60-minute virtual workshopping sessions ✅ Deep audience insights ✅ Performance analysis ✅ Strategic recommendations (Paid + Organic) ✅ Creative mood board ✅ 2025 implementation roadmap 📅 We’re only opening 3 more spots for 2024 and have 9 spots available for 2025. If you want to start next year with a high-impact social strategy, now’s the time! DM me to secure your spot.

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MYTH BUSTING ALERT 🤯 I see posts and articles everyday about the how the "loss of signal" means digital measurement is going away. I'm sharing this article to tell you that is NOT true and in fact it will be better than ever. Most of the data signals we have used for digital advertising measurement for the last 20 years relied on "exhaust" that were never great quality. They were the best we had and we learned from them. IP, Cookie and device based attribution was never great measurement. AND these "signals" often created a lot of copies of personal data making it almost impossible to comply with increasing regulation and consumer consent. To say it simply - get over it and get on with it. The future of privacy first measurement is here now in clean rooms. The use of 1P data from everyone involved will clean up measurement as we know it forever. Don't believe me??? Read on for details.

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Hey #Chicago what do you say, come listen to how Resonate + Havas Edge win today. I'm excited to be speaking tomorrow on Data-Driven Storytelling: How Marketing Leaders Leverage Data to Drive Growth. Register here: https://lnkd.in/ghP72_2P. #AI #data #consumerinsights #growthmarketing #datadrivenmarketing #futureofmarketing #performancemedia #mediastrategy #mediaagency #resonate #havasedge

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Auditable AI(TM) for targetable look-alike audiences that outperform today's black-box AI alternatives, in market today. Come see it to believe it!

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CTV ads + first-party data = your new marketing power couple 🤩 Want to learn how brands like Kroger and Nielsen are making the most of CTV? LiveRamp's CTV Activation Guide for Brands is here to help you turn viewers into buyers, one ad at a time. https://lnkd.in/dkJbZUch

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In a recent survey, I asked people how likely they were to continue shopping with their favorite retailer. Nearly 10% selected “neutral.” And that's their self-proclaimed *favorite* retailer! 😳 If 1 in 10 people who love your brand aren't sure if they're going to come back, what are your plans to turn that uncertainty into a resounding yes? Deloitte’s 2024 retail outlook points out that customer acquisition costs have increased 222% in the past decade. Each interaction matters more than ever. Understanding ✨ loyalty and customer journeys ✨ through qualitative and quantitative data is the foundation. Without that, your tech and marketing investments aren’t working hard enough to outpace the rising costs and churn. 🏃‍♀️ 🔥

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Why is video the future of #B2B marketing? 📈 Merkle's Sonya Hand and other execs reveal how video is helping brands break through the noise and connect with decision-makers in new ways. Explore the full discussion in The Drum: https://bit.ly/3XdzgPf

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Q3 2024 was the first quarter since Walmart's June 2022 update to a second-price auction that the change wasn't the primary driver of the Y/Y CPC growth that advertisers saw on the platform. Yes it takes two years for these things to play out - here's why: For the four quarters from Q3 2022 to Q2 2023, the cost of Walmart's Sponsored Products ads dropped year over year, as advertisers no longer had to pay the full cost of the bids placed (as was the case prior to the change when Walmart used a first-price auction setup) and instead paid only enough to beat the advertiser directly below them in ad auctions. Then from Q3 2023 to Q2 2024, advertisers had incredibly soft year-ago comparisons, such that CPC growth soared and rose by an average of 32% year over year. It took until the third quarter of 2024 to finally arrive at a time period in which the auction change wasn't a primary driver of pricing trends, but CPC still rose 20%. Why? An increase in the expected value of ad clicks from last Q3, as sales per click rose by 22%. In mature ad auctions, increases and decreases in ad pricing are largely tied to changes in the expected value of ad clicks, as most advertisers are not regularly making huge changes to ROAS goals. This isn't always the case, as shocks like the pandemic can cause earthquakes in auctions that are unrelated to the value of ad interactions, and changes like shifting from a first-price to second-price auction can cause temporary shocks to efficiency. Competitors play a role too. But by and large, advertisers should be able to hit ROAS goals across platforms, and maintain ROAS over time. source: https://lnkd.in/dNmqthac

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A few weeks ago I headed to Miami's POSSIBLE conference, which was buzzing with excitement and customer engagement.  I chatted with several CMO’s who were all asking the same question: "What shoud our AI strategy be?" The answer? You don't need an AI strategy. What you need is to use AI to SUPERCHARGE your existing strategy. On stage with Instacart CMO, Laura Jones we dove into how her team is doing exactly that! They are revolutionizing their business with Google AI. Always inspiring to hear real-world success stories. Missed the conference? You can find highlights from our fireside chat below. 👇  https://lnkd.in/dS2eCQ4U #AI #PossibleConference #GoogleAI

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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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Sure, Google delayed cookie deprecation but building and leveraging your first party audience data is more important than ever. Stop guessing who your target shopper is. The Cars Commerce Media Network is building new products that are proven to drive sales and decrease cost-per-click through AI-powered ads.

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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. Link to read it in the comments 👇

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Ok one more post today because *love* this memberships/subscriptions example of how brands can create offerings that coexist with dynamic pricing. The Lyft Price Lock feature is super smart, rewards loyalty, and easily would save users money. This is a smart rollout that many retailers could mimic in their own ways. It's effectively pay-as-you-go bulk buying. #retailstrategy #culturetocommerce #subscriptions

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Data from Adobe highlights a surge in interest for in-store shopping this holiday season, sparking opportunities for retailers to expand #retailmedia and #digitalinstore initiatives. Survey findings reveal that 61% of shoppers prioritize the in-store experience, showing a 21% increase from last year, with 35% opting for in-store shopping to avoid online order delays. My advice? **The line between online and offline purchases continues to blur, emphasizing the importance of a seamless shopper experience across price, product, and payments. **Remember to measure and validate your brand's relevance to the overall shopping experience and focus on creative strategies to engage customers effectively. For more data and my commentary, check out the full article by Laurie Sullivan at MediaPost. It's a timely resource for those knee-deep in #holiday2024 planning mode. Find the article here: https://okt.to/X2YpsT

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MMM never went away! Costs in here are on the extreme end to make this platform sound cheap, and the article totally misses the mark on how companies like Blend help companies to build and own their own MMM platform. https://lnkd.in/e7r6xvQ4

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