WEBVTT

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Or your media dollars working hard or hardly working.

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Dad jokes aside. Closing the loop between online ads

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and real world sales is serious business

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today on the resource desk.

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How retail data can help you understand if your marketing

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investment is actually driving business outcomes comes.

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Welcome to part two and our series on retail data.

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This time we're talking about everyone's favorite topic

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measurement and

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how retail data can help you close the loop on understanding

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what's driving your online and offline sales.

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Today we'll be looking at three ways closed loop measurement

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for retailers is essential for modern marketers

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to connect digital campaigns to sales optimize campaigns,

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mid-flight and uncover holistic campaign insights.

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Let's dig in. The first

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reason retail data gives you better,

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more accurate measurement is

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because it helps you easily connect any marketing tactic,

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even your traditionally upper funnel awareness campaigns

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directly to sales performance.

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For example, let's say you're launching a new dessert,

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a pudding cup, you run ads over CTV

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and streaming audio to raise awareness for your product.

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But with retail data, now you can see when the people

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and households that were exposed to your ad actually go

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to the store or website to purchase your product.

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You no longer need to guess about whether

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your ad was effective.

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The proofs in the well, you get it.

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The second way retail data helps you make sure your media

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dollars are working their hardest is the ability

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to optimize campaign performance mid-flight.

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The world of retail moves fast,

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and that's why you need to see results quickly.

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You can't wait months

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to know what's working on the trade desk.

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Granular data is updated weekly, sometimes even daily,

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so you can better understand which tactics are working

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and which ones aren't as they happen.

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When you combine these insights with our media buying

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and optimization tools, you can make changes on the fly

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to drive performance throughout the campaign.

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Let's go back to our new pudding product.

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During the run of your campaign, you notice

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that certain creatives are driving sales better than others.

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With these new insights you reallocate spend towards those

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successful creatives

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to better optimize campaign performance,

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thus making every media dollar work harder

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and taste that much sweeter.

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The third way retail data is crucial

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to your marketing strategy is the increased ability

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to uncover holistic insights across the

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entire customer journey.

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So you've closed the loop on your media spend

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and you can see which channels are driving sales.

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Now it's time to gather important insights about your

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customers across every stage on the path to purchase.

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Using this data to inform future media buys

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and creative messaging strategies.

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Let's check back in on our pudding launch.

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We can see our message is resonating

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with a younger demographic

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and that people who saw our ad on connected TV were three

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times more likely to buy than those

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who only saw display ads.

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With this new info, we can shift our ad spend

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to optimize our marketing investment,

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ensuring it's delivering the best return on ad spend.

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Possible Retail data is an essential part

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of any modern ad campaign

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and a crucial piece of any marketer's toolkit,

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and you can do everything we've talked about

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today on the trade desk.

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Now get out there and sell some pudding.