Chobani uses in-house MMM to judge commerce media beyond ROAS
eMarketer’s Peter Clark reports that Chobani’s Erica Culley says the brand has spent several years building an internal media mix model to standardize performance evaluation across retail media partners and tactics.
Why it matters. Retail media networks reporting only platform-level metrics lose leverage with CPG brands that build independent incrementality models to arbitrate spend.
Signal from emarketer.com · Peter Clark · read the original.
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