Note: You must be client side to register for the webinar.
A webinar for ISBA members on Thursday 12th September, 14:30am to 15:30am BST.
Entropy has worked with ISBA over the years on various “knotty” measurement challenges. For example, they led the industry project recently on how to measure OOH via MMM (also known as econometrics) and have led various other initiatives with other media including radio and influencers.
Over the last year they’ve also been focussing on retail media.
As the channel has grown so has the smoke and mirrors around its measurement from various providers and media owners.
Join us to hear from Entropy’s Founder Alex Tait discussing how to determine the incremental impact of retail media on your business.
What is covered
We will outline current issues with retail media attribution including closed-loop measurement, especially around understanding incrementality.
As the largest media owner for retail media globally Entropy will focus on Amazon and how you can gain full visibility on what drives your Amazon sales and determine the TRUE impact of Amazon Ads on your business.
We’ll go through a case study and steps we’ve taken to identify the drivers of a brand’s Amazon channel how we’ve then used this analysis to optimise their spend. We’ll also walk through how you can estimate the business case for doing this exercise.
Who is it aimed at
Anyone that manages retail media budgets and Amazon in particular.
About the speaker
Alex Tait, Entropy Founder
Alex Tait is the Founder of Entropy which is a hybrid business consultancy and agency specialising in measurement, marketing and commerce. Our client side, agency and data science experts work in partnership with brands to accelerate delivery against their organisations’ KPIs.
Before founding Entropy, Alex was the UK Media and Marketing Services Director at Unilever. He has also worked in varied senior digital and eCommerce leadership roles at American Express and Kellogg’s. He also chaired ISBA’s digital group for 5 years and was a member of its Executive Committee (ExCom) for several years.
