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2.2 Future of Measurement / Next Commerce Leadership Summit
February 2 @ 12:00 pm - 2:30 pm
Free
12:00 pm – 2:30 pm ET
We are what we measure. But what should we be measuring to win in today and tomorrow’s marketplace? What are the right KPIs? What tools are available, and which ones are needed? How do we organize around these metrics to “get growth done?”
Friday, Feb 2, 2024
12:00 pm – 12:25 pm ET
With so much pressure on delivering today, many leaders don’t have the time to ask “WHAT IF?” enough and to really consider “WHAT’S NEXT?”
From the experience of two fellow first movers who have both led their own teams to omnichannel excellence and leadership, but also continue to train and consult brands on future-proofing scorecarding and organization through next-level thinking, strategies, workflows and analytics, Oskar and Chris will share their POV and predictions on how and where measurement and KPIs are evolving in the short and long-term.
Friday, Feb 2, 2024
12:25 pm – 12:55 pm ET
If we imagine an aerial view of the shopping funnel, we can imagine three concentric rings of customer-to-brand interaction: from social, media, search and other digital discovery channels on the outer ring, to the ecommerce marketplace shelf in the middle, and finally gravitating towards a PDP at the very center. A healthy brand measures these spheres of influence together and creates a consistent customer experience at every touchpoint. A click-through rate on social media can speak volumes about a product’s sell-through rate on the digital shelf.
Friday, Feb 2, 2024
12:55 pm – 1:25 pm ET
Retail Media is both retail and media – how does that affect how we should think about measuring it?
In this session, Incremental will outline approaches for measuring retail media that consider both retail (marketplace) factors and broader media factors (like non-retail media advertising in Google, Meta, TikTok, etc.) and share some case studies on how this type of measurement can be used to enable brands to drive move growth from their investments in retail media.
Friday, Feb 2, 2024
1:25 pm – 1:55 pm ET
The way consumer audiences respond to product images varies greatly—and any visuals that are flighted without consideration as to the preferences of the target audience risk alienating those consumers, who would be much less likely to buy your product or even interact with your PDP. Advances in AI technology are helping brands overcome the challenges brought on by legacy testing and content effectiveness measurement tactics, enabling almost an entire library of content to be tested at the speed of ecommerce.
Attend this session to learn:
- The 6 steps of PDP image optimization
- How to implement a test-and-learn approach to ecommerce imagery
- The questions to ask when evaluating visuals for optimization
- What variables and design elements to consider when optimizing hero and carousel imagery
Friday, Feb 2, 2024
1:55 pm – 2:25 pm ET
With so many changes the last few years in commerce marketing, you may have felt like you’re finally starting to make headway with measuring your commerce marketing. How do you set up your practice to evolve with the evolution of new forms of media? If you’re measuring the media behind your programs, you’re off to a good start. We’ll show you how to integrate a more business-focused model to create a more holistic analysis and reporting structure. Plus, you’ll learn how to apply a common methodology that will give you impactful sales attribution, an essential component for staying current in our ever-evolving industry. Join us to discuss the future of retail measurement.
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