Jamie Williams

With so many different networks and KPI definitions, measuring commerce media is a pain point across the industry. Yet understanding the effectiveness of commerce media investments is crucial for driving incrementality and ensuring that advertising efforts are not just subsidizing existing sales. Panelists will discuss how they are tackling this challenge to drive success, including: 

• Understanding the guidelines and standards set by the Interactive Advertising Bureau (IAB) and Media Rating Council (MRC) 
• The importance of metrics like ROAS, TACOS, and new-to-brand customers for measuring effectiveness 
• Demonstrating incrementality to show the lift of commerce media campaigns 
• Developing internal processes and responsibilities for consistent reporting and measurement 

After two days of learning and networking, close out your conference experience with your peers during the interactive working groups. Return to the office with fresh ideas and a solidified playbook to leverage commerce media to drive profitable growth. Choose from one of four interactive sessions to align with your business objectives: 

1) Where to Spend Your Next Dollar, Making Decisions About Media Mix 

With over 200 commerce media networks globally, the choices can be overwhelming. Join this working group to discuss and idea share with peers about how decisions are being made about where to be to drive maximum traffic and biggest ROAS. 

• Jamie Williams, Senior Retail Media Manager, Glanbia Performance Nutrition 

2) Connecting the Upper and Lower Funnel to Measure Impact 

With disparate data sets it can be challenging to connect the full funnel to measure incrementality. Join this working group to learn how to manage this without agency support to measure the impact of campaigns to secure additional funding. 

• Celia Van Wickel, Director, Digital Commerce, Russell Stover Chocolates 

3) Emerging Brands: Defining Long-term Strategies and Budgets to Drive Growth 

With limited dollars and personnel, emerging brands are under pressure to determine long-term commerce media strategies that drive customer acquisition and growth. Join this working group to discuss how to determine short and long-term approaches to fill the funnel and achieve growth 

• Dana Barba, Chief Marketing Officer, Gush, Inc. 

4) Keeping Up with Evolving Social Media and Creator Trends to Drive ROI 

Social media engagement is declining, yet it remains a critical component of digital strategy. This working group will discuss how to work with creators to harness consumer trust and bolster commerce media strategies that drive revenue. 

• Dominick Miserandino, CEO, RetailWire