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The CPG Guys, PVSB and Sri are joined in this episode by Claire Wyatt, Head of Business Strategy & Marketing Science at Albertsons Media Collective, the retail media arm for Albertsons Companies.
Follow Claire Wyatt on LinkedIn at: https://www.linkedin.com/in/clairewyatt/
Follow Albertsons Media Collective on LinkedIn at: https://www.linkedin.com/company/albertsons-media-collective/
Follow Albertsons Media Collective online at: http://albertsonsmediacollective.com
Claire answers these questions:
1) Would you walk us through your professional experience, highlighting where you developed key skills and experiences that prepared you for your current role at Albertsons Media Collective.
2) On a previous episode of this podcast, your colleague Evan Hovorka described Albertsons Media Collective’s portfolio of offerings as having “late mover’s advantage.” As you thought about ensuring that Albertsons Media Collective’s targeting & measurement would be best-in-class among competitive retail media platforms, what were you seeking to deliver to brands?
3) Would you double click down into the targeting capabilities within Albertsons Media Collective. When creating audiences, how are brands able to leverage longitudinal purchasing behavior and how can it be applied to omnichannel media activations? How is that different from your competitive set?
4) Evan argued that ROAS alone was not meaningful for brands seeking to understand real incrementality. How is Albertsons Media Collective delivering meaningful ROI measurement for the investments that brands make in your assets? How quickly are they able to get these insights?
5) In your partnerships with third party partners like The Trade Desk for programmatic offsite or Pacvue for platform ad management, how do you collaborate to ensure the measurement & analytics are consistent & meaningful for brands?
6) Do you have any examples of creative ways that Albertsons Media Collective is partnering with brands in performance marketing analysis to transform their media planning & investments?
7) What advice do you give to brands seeking to leverage the full performance measurement services of your team and how do you measure your team’s ability to deliver the service levels you have established?
8) How does your team support brands seeking to leverage your measurement offerings and where are you looking to enhance your offerings in the near future?
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VP Business Strategy & marketing Science at Albertsons Media Collective
Wyatt leads a team working on building out innovative, transparent measurement products, advanced audience targeting solutions and the overall business strategy for Albertsons Media Collective. The team is hyper-focused on the intersection of business performance, industry disruption, and underlying current and future client needs. Prior to her time at Albertsons Media Collective, Wyatt worked at Target’s Roundel, owning reporting, insights and analytics for more than $600 million in advertising spend and Roundel’s most significant client accounts. She is most proud of building out the Strategy & Science Team at Albertsons Media Collective — where there is a culture that she says achieves, but has fun while doing it. Key work over the past year includes the Incrementality Launch, an industry-leading incrementality methodology for off-platform media channels; agency partnerships with OMG & The Mars Agency; the Pinterest Clean Room, for which she helped lead a team that launched a first-to-market, closed-loop measurement via a clean room with Pinterest; and closed-loop measurement via The Trade Desk, where partners with self-service capabilities through The Trade Desk can activate using its audiences and see attributed revenue in the platform.
