Guides

Explore detailed guides and tutorials that break down complex subjects into actionable steps, offering best practices and insights to support your digital journey.

Infographic with a deep purple background featuring the text “Digital-In-Store” in white and “Measure Offline Impact” in green. On the right, an icon shows a digital display beside a shopping cart or a retail shelf, representing the integration of in-store technology and measurable results.

Digital-In-Store Traffic & Conversion: Measure Offline Impact

Digital-In-Store Traffic & Conversion: Measure Offline Impact Read More »

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Online ads capture clicks, but real revenue often happens in physical stores. To close that gap, brands must embrace Digital-In-Store measurement: tracking foot traffic and linking it to in-store conversions. As highlighted by Think with Google, combining local search marketing with in-store analytics drives measurable lift. In this post, I share four practical steps to […]

Leave a Comment | E-commerce Approach, Retail Media Mastery, Retail Media Strategy |
Infographic with a purple background featuring the title “Closed-Loop Reporting” in bold white and green. On the right, a circular arrow or analytics icon represents the continuous cycle of data feedback and performance measurement in retail media strategies.

Closed-Loop Reporting: Retail Media Campaign Follow-Up

Closed-Loop Reporting: Retail Media Campaign Follow-Up Read More »

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A campaign doesn’t end when the ads go live—it’s just getting started. Closed-Loop Reporting completes the cycle by tying every dollar of ad spend back to actual sales, enabling marketers to measure ROI, refine attribution, and demonstrate true incremental lift. As eMarketer points out, pairing Retail Media with CTV unlocks richer closed-loop measurement for full-funnel

Leave a Comment | Amazon Ads, Quick Takes, Retail Media Mastery, Retail Media Strategy |
Infographic with a deep purple background featuring the text “Modular PDP Assets” in bold white and green. On the right, an icon shows a layout grid or layered blocks, representing customizable product detail page (PDP) elements in e-commerce.

Modular PDP Assets: Flexible Retail Media Creatives

Modular PDP Assets: Flexible Retail Media Creatives Read More »

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Brands running retail media campaigns need creative that scales.Modular PDP Assets are the answer—flexible visuals and copy components designed for rapid deployment on product detail pages. Instead of crafting custom banners for every SKU, you build once and reuse smartly. Think: swappable elements like logos, CTAs, and 6-second videos, ready to plug into any campaign.

Leave a Comment | Amazon Ads, Quick Takes, Retail Media Mastery, Retail Media Strategy |
Infographic with a purple background featuring the title "In-Housing Programmatic" in white and "2025 Retail DSP Guide" in green. On the right, a white computer screen icon with a gear and upward arrow illustrates the concept of programmatic media tools and automation in retail advertising.

In-Housing Programmatic: 2025 Retail DSP Guide

In-Housing Programmatic: 2025 Retail DSP Guide Read More »

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In-Housing Programmatic is emerging as a game-changer in the world of programmatic advertising. By internalizing programmatic capabilities—both tech and talent—brands can gain more transparency, agility, and ultimately greater ROI. According to eMarketer’s 2025 Ad Tech Trends, programmatic ad spending is projected to exceed $200 billion by 2026, despite mounting privacy challenges. Yet, Basis Technologies reports

Leave a Comment | Amazon Ads, Quick Takes, Retail Media Mastery, Retail Media Strategy |
Infographic with a purple background showing the title “Retail Media Budget Allocation” in white and “iGRP vs ROAS” in green. On the right, a white scale icon compares two labeled sides—one for iGRP and one for ROAS—symbolizing the evaluation of performance metrics in retail media planning.

Retail Media Budget Allocation: iGRP vs ROAS

Retail Media Budget Allocation: iGRP vs ROAS Read More »

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Great campaigns fail if the budget is scattered. A clear Retail Media Budget Allocation framework aligns spend with goals, channels and measurement—preventing overspend on low-impact ads and underspend on high-value SKUs. Yet planners often debate which KPI should steer dollars: iGRP (internet Gross Rating Point) for reach or ROAS for efficiency. Here’s how to strike

Leave a Comment | Quick Takes, Retail Media Mastery, Retail Media Strategy |
Infographic with a purple background featuring the title “Retail Media Advertising Mix” in white and the subtitle “On-Site, Off-Site & In-Store” in green. On the right, a white icon shows a computer monitor with an upward arrow and a connected network diagram, symbolizing multichannel retail media strategies.

Retail Media Advertising Mix: On-Site, Off-Site & In-Store DOOH

Retail Media Advertising Mix: On-Site, Off-Site & In-Store DOOH Read More »

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To succeed in today’s competitive retail landscape, brands must craft a compelling Retail Media Advertising media mix that blends on-site ads, off-site display and in-store DOOH. This integrated approach ensures you reach shoppers at every touchpoint—driving awareness, consideration and conversion in a cohesive way. For a deeper dive into execution models, see my post on

Leave a Comment | Quick Takes, Retail Media Mastery, Retail Media Strategy |
Infographic with a purple background showing the title “SKU-Level Brief” in white and the subtitle “Precise Campaigns” in green. On the right, a white document icon displays horizontal lines and a barcode, symbolizing detailed product-level planning in retail media campaigns.

SKU-Level Brief: Create Precise Retail Media Campaigns

SKU-Level Brief: Create Precise Retail Media Campaigns Read More »

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Every winning retail media campaign starts with a SKU-Level Brief, a one-page document that aligns your team on exactly which products you’ll promote, to whom, when and how much you’ll spend. This level of precision prevents wasted budget and ensures each SKU gets the attention it deserves. To revisit the eight pillars that make briefs

Leave a Comment | Amazon Ads, Quick Takes, Retail Media Mastery, Retail Media Strategy |
Infographic with a purple background featuring the title "Retail Media Networks" in white and "360° Agency Models" in green. On the right, a white circular network icon shows four connected dots forming a ring, representing collaboration and full-service agency models.

Retail Media Networks: 360° Agency Models

Retail Media Networks: 360° Agency Models Read More »

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To excel on marketplace platforms, brands need more than great creatives—they need a 360° agency that can navigate complex Retail Media Networks. Whether you opt for a self-service platform, a full managed service or a hybrid model, each approach has trade-offs in control, cost and speed. As Amazon explains in its Amazon DSP overview, and

Leave a Comment | Quick Takes, Retail Media Mastery, Retail Media Strategy |
Infographic with a purple background featuring the title "Retail Media Team" in white and "Key Roles for Success" in green. On the right, a simple icon illustrates a hierarchical team structure with three connected figures.

Retail Media Team: Key Roles for Brand + Retailer Success

Retail Media Team: Key Roles for Brand + Retailer Success Read More »

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Every high-performing retail media campaign rests on one thing: the right team. As a Retail Media Expert, you must coordinate brand marketers, merchant specialists and retailer contacts to execute, monitor and optimize ads across marketplaces. Without clear roles and communication processes, even the best strategy can fall flat. As HubSpot shows in “How to Choose

Leave a Comment | Quick Takes, Retail Media Mastery, Retail Media Strategy |
From First-Party Data to Campaign Ideas

Turning First-Party Data into Retail Media Campaign Ideas

Turning First-Party Data into Retail Media Campaign Ideas Read More »

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Data is the fuel that powers every effective retail media campaign. In a cookieless world, the ability to collect and act on first-party data—information you own, gathered directly from shoppers—has become critical. As Salesforce explains in “First-Party Data: How You Can Succeed in a Cookieless World” first-party data lets you build accurate customer profiles and

Leave a Comment | E-commerce Approach, Quick Takes, Retail Media Mastery, Retail Media Strategy |
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