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James Tenser

Principal
VSN Strategies

CPGmatters: Analysis of Retail Digital Media Activity Helps Kellogg Better Shape Strategies

November 29, 2012

FROM RETAILWIRE:
Although the process of tracking and analyzing retail digital media is new and still being defined, it already represents about a $750 million spend for manufacturers and is expected to grow. What do you think are the benefits as well as the challenges of analyzing retail digital media activity?      [more...]

MY COMMENTARY:

Yes, Ryan, I get tired of new jargon too, especially when it doesn't add clarity to the discussion.

Of course there is merit in tracking out-of-store and competitive messaging and correlating these with in-store behaviors. Under the old-school advertising model this was too unwieldy a proposition to be put to practical use. In our present digital world, continuous data capture and lag-free analysis become tantalizingly possible.

The hard part comes next. Define business processes that can put the derived insights to work on a daily basis. With the boundaries of the retail environment dissolving due to mobile, social and search, this is a significant opportunity indeed.

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