In a recent Progressive Grocer article, Diana Medina, Director of eCommerce Solutions at Inmar Intelligence, shared some good insights and best practices for today’s supermarkets’ marketing strategies.
The article noted that in a traditional single-channel model it was simple to evaluate a grocer’s marketing efforts. “An ad ran, sales increased and you knew it worked,” she explained.
But today, that attribution becomes a more complex because grocers are using multiple channels to reach customers and prospective customers, and they must”…know what’s working and what’s not, and they need to know it quickly, so they can react and optimize in real time.”
Medina goes on to identify five important factors for optimizing attribution efforts:
- Attribution Isn’t Just for Digital Channels. Digital’s direct impact on grocery sales is easier to measure than more traditional marketing — like the weekly circular — but a comprehensive attribution plan needs to encompass all of the marketing channels you’re using to reach shoppers.
- Data Automation Is Essential for Measurement. Data is the lifeblood of sales attribution for any grocer. But for data to become a truly effective tool, it needs to be easily accessed and analyzed to create actionable, optimizable insights.
- Technology Should Drive Your Media Mix. The days of using one marketing message for all grocery shoppers are well behind us. Thanks to technology and data, you can now predict how an individual shopper might respond to one offer, while another will respond to an entirely different message. That means you can create relevant stories and experiences that engage shoppers when, where and how they prefer to shop, throughout their unique shopper journey.
- Predictive Models Actually Work. Predictive, or lookalike modeling, is all about understanding and anticipating shopper needs. The more comprehensive data you have on shopper behavior, across all channels, the easier it is to stay ahead of the competition.
- Test, Learn, Test Again! Small failures are almost a certainty when there are so many moving parts, data points, shifting customers needs, media options, marketing objectives and channels. The trick isn’t to avoid failure, it’s to learn and respond to it — quickly!
Read the full article…