Executive Summary Retailers are increasingly urging consumer packaged goods (CPG)/fast-moving consumer goods (FMCG) organizations to invest in their retail media networks (RMNs) as a part of larger partnership negotiations. To do so, marketing leaders must determine how best to manage their budgets to include RMNs. However, challenges measuring RMN impact across channels inhibit leaders’ ability to tie RMNs consistently and clearly to ROI. Likewise, internal data teams do not have the right data and insights to understand and optimize RMN investments. To maximize spend, CPGs must accurately test and measure their media investments with unbiased, analytic precision. In a study commissioned by Mastercard, Forrester Consulting surveyed 319 global leaders at CPG/ FMCG organizations to learn more about their current and future RMN use and the analytics necessary to maximize their value. ABOUT FORRESTER CONSULTING Forrester provides independent and objective research-based consulting to help leaders deliver key outcomes. Fueled by our customer-obsessed research, Forrester’s seasoned consultants partner with leaders to execute their specific priorities using a unique engagement model that ensures lasting impact. For more information, visit forrester.com/consulting. © Forrester Research, Inc. All rights reserved. Unauthorized reproduction is strictly prohibited. Information is based on best available resources. Opinions reflect judgment at the time and are subject to change. Forrester®, Technographics®, Forrester Wave, and Total Economic Impact are trademarks of Forrester Research, Inc. All other trademarks are the property of their respective companies. [E-59697] Project Team: Rachel Baum, Market Impact Consultant Contributing Research: Forrester’s Technology Customer Experience research group © FORRESTER RESEARCH, INC. ALL RIGHTS RESERVED. 2 3
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