US and Canada (n=157) UK and Germany (N=112) Australia (N=50) CPGs Rely On Data To Understand The Impact Of Retail Media Spend CPG Data Sources And Analytics Approaches By Region Overall, 80% of respondents report their organization gathers and synthesizes data on the impact of retail media spend in online stores. However, far fewer (54%) are doing the same to understand RMN impact in physical stores — a consistent trend across regions. My organization gathers and synthesizes data on the impact of retail media spend in online stores. 83% 76% 80% When my organization tests marketing creative, we have rigorous controls. 68% 63% 56% My organization gathers and synthesizes data on our marketing strategy’s impact across different retail channels. 67% 67% 76% Our retail partners are pressuring my organization to invest in their RMNs. 66% 73% 80% My organization conducts rigorous financial analyses when reallocating marketing dollars to RMNs. 60% 71% 74% My organization uses insights to shape product decisions (e.g., pricing, packaging, and distribution). 54% 51% 54% My organization gathers and synthesizes data on the impact of retail media spend in physical stores. 50% 57% 56% My organization has strategies to optimize what media formats work in different channels. 45% 38% 38% 13 © FORRESTER RESEARCH, INC. ALL RIGHTS RESERVED. 12 Base: 319 global B2C marketing leaders in the consumer packaged goods (CPG)/fast-moving consumer goods (FMCG) industry Source: A commissioned study conducted by Forrester Consulting on behalf of Mastercard, March 2024
RkJQdWJsaXNoZXIy MjE3NDkyOQ==