MMA / Marketing + Media Alliance - retail

Retail Media Measurement Made Easy: A Guide

Serkan Karaman — Wed, 04 Feb 2026 11:40:51 +0000

mma_academy_-_retail_media_measurement_made_easy.pdf

Released:

February, 2026

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4.6 MB

Keywords:

measurement

retail

retail media

Advancing Knowledge.

Empowering Our Community. Shaping the Future of Marketing.

As part of MMA Academy’s ongoing commitment to elevate the marketing and media ecosystem, we are proud to launch the

MMA Academy Whitepaper Series: A curated collection of expert contributions designed to foster shared learning, encourage dialogue, and advance industry-wide understanding of emerging opportunities and challenges.

This series reflects our mission to give back to the community by creating an accessible platform where members can share their expertise, research, and insights for the benefit of the entire industry. Each whitepaper in this series is developed in collaboration with MMA member organizations, offering diverse perspectives that contribute to collective growth. While these papers are authored by our members, they represent educational contributions to the community, not brand endorsements.

Our vision is rooted in:

- Knowledge Sharing: Providing marketers with practical frameworks, strategic guidance, and real-world applications.

- Community Empowerment: Enabling professionals at all levels to access high-quality learning resources.

- Thought Leadership: Amplifying the voices, research, and innovative thinking of our global network.

About this edition

This inaugural edition features insights contributed by Odette Van Wyk (MMA SA Retail Media Taskforce Leader) from Resonate Consulting, focusing on retail media measurement and the path toward more transparent, actionable evaluation frameworks. Their contribution exemplifies the spirit of this series; members sharing expertise to strengthen the entire marketing community.

As MMA Academy, our goal is to support and accelerate this exchange of knowledge so marketers everywhere can benefit from the collective intelligence of our ecosystem.

Education Section:

Guidelines

Research

Trends Reports

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Region:

MEA, South Africa

Data

Marketing Growth

Marketing Organization

Shopper Marketing

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Retail Media

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Content Type:

Whitepaper

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Measurement

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Tools & Playbooks

How Location Intelligence Drives Omni-Channel Retail Success

Rohit Maheswaran — Fri, 16 Nov 2018 05:56:39 +0000

November 16, 2018

E-commerce has come a long way since its early days when Amazon was just an online bookstore. With customers ordering everything from detergent powders to air conditioners online, it is no surprise that the industry has grown into a $2.3 trillion goliath. Naysayers have already spelled doom for physical stores. Legacy companies like JC Penney, GAP, and Walmart shutting down hundreds of stores in just a last few months further bolsters this notion. However, most customers are still closing their purchase in a physical store. We believe offline retail is just seeing a bit of slow business. It is far from dead. Location intelligence is playing a pivotal role in its revival, simply by levelling the playing field for online and offline retailers.

The next era of retail will focus less on the store and more on the consumer. Here’s how we see the future of omnichannel retail evolving over the next 2 years.

The future of retail is omni-channel – in more ways than one

Brick and mortar stores have what e-commerce does not. They deliver the ability to touch and feel and have earned the trust of generations of customers. They offer an opportunity to turn shopping into a family event. This is why despite the stiff competition from e-commerce and consequently, store shutdowns, physical retail is far from dead.

Location Intelligence can ensure that brands keep up personalization and customer centricity within and outside the store

What brick and mortar retailers need now is to chart new paths in order to compete with online shopping. They need to start mirroring the convenience, choice, and deep personalization of e-commerce. This is exactly where location intelligence proves to be a goldmine of opportunities. Location intelligence ensures that the omni-channel future of retail translates to more than just online stores or marketplaces. It ensures that brands keep up personalization and customer centricity within and outside the store. With location intelligence, retailers have access to new data points and insights that will help them achieve this.

Targeting the right consumer at the right time

An optimal omni-channel marketing strategy will require brands to vie for the consumer’s attention across channels. To do this, brands first need to understand who their consumers are, what their purchase journey looks like, what they do, and where they go before and after walking into a store. Location intelligence is already empowering hundreds of retailers with insights about the true personas, interests, hobbies, lifestyles, demographics, and life stages of their target audience. Consequently, retailers who are in on location intelligence are finding new ways to identify customers with the highest probability of purchase in the near- to mid-term. They are then creating touch-points that are unique, heavily ROI-centric, and deeply contextual for each customer.

Brand touchpoints based on location-rich insights are driving more footfalls to stores from individuals with the highest purchase intent. At the same time, location intelligence is allowing e-commerce brands to understand their customers’ buying needs. This allows brands to tailor their promotions based on real-world insights on a customer’s persona. Beyond discounts and consumer insights, location intelligence is helping both e-commerce and brick and mortar marketers manage ads and programmatic, OOH, and experiential strategies much better.

Location intelligence puts the customer at the center of the shopping experience, not the store. This is the new holy grail of omni-channel retail

What this means is that location intelligence is levelling the playing field for all retail brands, irrespective of whether they are online or offline. Omni-channel retail success will come from competitive offerings and unique touchpoints from both brick and mortar retailers and e-commerce brands alike. Brands that have already adopted omni-channel strategies will now have the ability to ensure that customers buy from them, whether online or in the store.

The customer wins – every single time

One thing is certain. The omni-channel future of retail will see brands vying for customers’ attention. They will use location strategies to make themselves more contextual and competitive. This will present a win-win scenario for the customer.

Location intelligence has the power to create a marketing utopia with fewer blocked pop-ups, casually dismissed promotional SMS, and skipped YouTube ads. It will help retail brands deliver true value to customers, not just in stores but across all brand touch points.

This is why so many retail brands across Asia are placing their trust in Lifesight’s location based Audiences and in Lifesight data solutions. We are helping these brands navigate the complexities of the industry’s omni-channel future while staying true to their customer-centric culture.

To join us on our quest to help brands drive omni-channel retail success, request a demo by writing to info@lifesight.io

External URL:

resources.lifesight.io/how-location-intelligence-drives-omni-channel-ret...

Article

The Next Generation Of Retail Is Here: Three Major Myths Debunked

Whitney King — Fri, 31 Jul 2015 20:17:13 +0000

July 31, 2015

Submitted by RetailMeNot

Michael Jones, senior VP of retailer and brand solutions at RetailMeNot, dives into three myths about the next generation of retail. Read the full article on Forbes.com.

http://www.forbes.com/sites/michaeljones/2015/07/14/the-next-generation-...

Article

Google: In a study conducted by Carphone Warehouse, spend on mobile search delivers a 5:1 ROI, and 90% of clicks are incremental

Tarik Mudares — Wed, 12 Nov 2014 16:18:38 +0000

With 800 retail stores across the UK and Ireland, Carphone Warehouse is the UK’s largest independent mobile phone retailer. In terms of digital traffic, its website was the second fastest rising e-commerce site in the UK between 2012 and 2013.

As a pioneer in the mobile phone retail sector, it stands to reason that Carphone Warehouse is perennially an early adopter of the latest methods of marketing to customers through mobile devices. The main goal of its pay-per-click mobile advertising is to drive sales and convert new customers. The brand is increasingly interested in understanding the influence of mobile marketing not only on immediate, direct sales, but in grasping mobile’s role in longer-term sales funnels.

The big picture

Carphone Warehouse knew that 20 to 30% of telco search queries were on smartphones, and at peak times this spiked to 50%. The company also understood that a significantly high proportion of its own web traffic - up to 50% around key handset launches - was coming from visitors using smartphones.

While heavy activity on site functionalities such as click-to-call and store locators indicated possible intent to purchase, many customers understandably do not complete a conversion on their mobile devices. In order to make better decisions about the allocation of marketing resources going forward, the company believed it was necessary to more accurately monitor and attribute mobile’s contribution to eventual in-store sales.

“Mobile devices are increasingly the screens that have a key role in early researching journeys, so understanding how digital effects and influences the consumer's purchasing behaviour and journey through all channel touchpoints is key." - Gareth Jones, Head of Online Marketing, Carphone Warehouse

Testing, testing

Working alongside Adobe Media Optimizer, Google and Carphone Warehouse designed an experiment using a geo-based methodology to develop insights around this phenomenon of consumers conducting research on potential product purchases on the mobile web then completing subsequent transactions elsewhere. Specifically, they sought to find an answer to the question "Does mobile search advertising with Google drive consumers to buy in-store?”

First, Carphone Warehouse considered sales in all 23 of the geographic market areas (GMAs) in the UK. The Greater London GMA was excluded, as were those that had no physical stores and therefore no in-store sales. Of the GMAs that remained, the company produced historical revenue baselines. GMAs were then paired based on similarities in sales volume baselines. Of each pairing, one was randomly selected to serve as a control and the other was assigned to a test group.

The method involved significantly increasing pay-per-click search spend on smartphone devices across branded and generic keywords for a period of three weeks in the test markets. Saturating the test group in this way made it possible to compare sales across test and control markets, while accounting for factors such as the seasonality of sales. The sales lift was derived from comparing in-store sales in test versus control areas against a historical baseline. Proof positive Increasing mobile search ad investment drove significant incremental sale sin the test areas. In fact, the project identified a 5:1 return on Google mobile search ad spend (see graph, below). The research also showed that around 90% of the additional clicks generated by the upweight were incremental - in other words, traffic that would have not been generated organically. These statistically significant results prove that paid search can drive incremental offline sales at a strong ROI. The test showed a directional increase in store visits in the tens of thousands over the measurement period, too. As accounting for additional offline sales dramatically reduces costs per acquisition, this further strengthens the case that mobile advertising investment drives ROI.

PDF(s):

case_study-_carphone_warehouse_2013_uk.pdf

Music & Arts Mobile Couponing Case Study

Anna Baskin — Tue, 05 Aug 2014 21:22:54 +0000

Beeby Clark+Meyler

This mobile couponing case study shows how Beeby Clark+Meyler promoted holiday discount offers to local audiences who were in the vicinity of Music & Arts store locations. The hyper local mobile ads drove engagement, sales, and foot traffic.

PDF(s):

Music and Arts Mobile Coupon Case Study.pdf