A Practical Guide to Measuring Retail Media in Marketing Mix Modeling
Retail media looks shiny on the surface, but most brands still have no clue what’s actually driving real sales. The reporting is messy, every retailer plays by their own rules, and in-platform numbers often feel like a black box. We’ve seen teams throw retail media into a single bucket or skip it in their models because they don’t know what to do with it.
In this paper, we walk through the common traps and show how to bring retail media into MMM in a way that finally gives you a clean read on what’s working and what’s just noise.
