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5 Min Read
A global sports footwear and apparel brand operating across the US, UK, and Germany, with sales spanning direct channels, mass retailers, sporting goods specialists, and marketplaces. As retailer-owned channels grew to 64% of volume, retail media became one of the brand's largest investments, creating a need for a consistent way to measure performance across media and commercial factors.
The brand faced several measurement challenges that made cross-channel budget decisions difficult:
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Different measurement methods across TV, digital, and retail media. -
No consistent basis for comparing performance across six retail media networks.
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Platform-reported conversions overstated incremental impact.
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Media performance was measured separately from pricing, promotion, and distribution.
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Limited visibility into channel saturation and incremental returns.
To create a consistent basis for media decisions, the brand implemented a unified measurement framework connecting media, sales, pricing, promotion, and retail data.
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Standardized channel taxonomies and measurement definitions.
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Modeled media alongside pricing, promotion, and distribution.
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Calibrated model estimates using incrementality experiments.
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Replaced platform-reported ROAS with incremental ROAS for budget decisions.
Once promotion and pricing were included in the model, 31% of reported retail media lift was attributed to price and promotion rather than advertising.
$11.9M was reallocated from saturated marketplace placements and branded search into channels with greater incremental opportunity.
The planning cycle fell from six weeks to eight days by bringing media, sales, price, and promotion onto a common measurement framework.
