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Road2Retail podcast
Interview with Skye Frontier
Skye Frontier, Executive Vice President at Incremental, explains how CPG brands can assess retail media spending. The interview examines ad attribution, return on ad spend and incrementality, including why a sale credited to advertising is not necessarily a sale caused by that advertising.
Guest
Skye FrontierExecutive Vice PresidentIncremental
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Skye Frontier of Incremental joins Road2Retail to discuss measuring advertising on retail media networks. His firm helps CPG brands evaluate and deploy that spending, including finding ways to improve performance after budgets have already been committed. The interview focuses on understanding what the advertising actually contributes to growth.
Skye explains why brands should examine attribution windows and be careful about interpreting ad-attributed sales or return on ad spend. A purchase made by someone exposed to an advertisement does not, by itself, show the advertisement caused the purchase. He also discusses Incremental’s experience with incrementality-based measurement and how brands use better measurement to inform spending decisions.
Topics covered
Attribution windows
The role of measurement windows in interpreting reported results.
Incrementality
Assessing the additional sales generated by retail media investment.
Optimizing committed budgets
Ways to evaluate spending that a brand has already allocated.
Go To Market Strategy
Build a practical plan to enter or grow retail distribution.