The guys sit down and hear from Kiri Masters about her newest report, Fit For Purpose: 23 Next-gen DSP Metrics That Measure What Matter, and the incredible insights found within. As always, Kiri provides interesting ways to look at important metrics like only she can. Listen in now and hear more!
The Gorilla in the Room
- {00:05:13} Kiri found that her clients needed to take a step back and understand what was happening at each stage of the buyer journey based on a better set of metrics that, as her new report is called, are fit for purpose. They really fit for each stage rather than metrics that don't give the full picture
- {00:09:41} Metrics such as Competitor Audience Acquisition and Review Page View Rate are original metrics discovered by Kiri and her team and are indicators that shed light on whether or not specific campaigns are working for a brand
- {00:18:51} Whatever used to happen on the brand side with technology is now something that can happen inside of platforms that are actually commerce platforms, but they're actually valuable marketing tools unto themselves now for understanding not just your consumer, but potentially conquesting others, which reorients how we think about Amazon
- {00:21:16} “All the typical non-retail advertisers are looking to Amazon as well because they have a lot of data about who we are, how we act, and what our interests are.” - Kiri
- {00:24:58} With all of these channels and with the complexity of Amazon's DSP that perhaps arbitrage does need a little bit of an update because the definition of what arbitrage means might need a little bit of an update
- {00:31:11} “We had the paid media wave, the social media wave, and now we're in the retail media wave, and each successive wave had a shorter and shorter ramp up time to be something meaningful. And the ramp up to retail media spend has been the shortest of all.” - Kiri
- {00:34:34} Are retail media networks overhyped and are these distractions when everyone and their mother is trying to build one right now?
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