There’s a lot of talk in retail media about better measurement, incrementality, and finding the one metric that finally tells us what’s really working. But sometimes the metrics we’re using are… well, bulldust. In this episode, I dig into why measurement looks so different depending on which side of the table you’re sitting on, and why retailers and brands can both feel like they’re doing the right thing while talking completely past each other.
I also revisit the question of why ROAS refuses to die. Is it actually a useless metric, or does it persist because brands genuinely need a common currency and early signals to guide media planning? I look at sales lift, incrementality, MTA, basket lift and other signals — and why the real challenge may be less about finding a perfect metric and more about getting both sides to agree on what they’re actually trying to measure.
[00:00] - Why “purchase intent velocity” is the perfect example of a bullshit retail media metric
[01:00] - Why retailers and brands see measurement gaps very differently
[02:16] - How methodological choices can dramatically change incremental ROAS
[03:22] - Why sales lift may be the closest thing retail media has to a standardized measurement currency
[04:30] - The media-planning problem that makes ROAS so difficult to replace
[06:33] - Why ROAS persists, and the case for using it with much more context
[09:55] - Why retail media measurement ultimately comes down to incentives
Links & Resources
Check out my latest skit video for the Basket Case podcast from The Drum & QSIC featuring a brand CMO with main-character energy who is quite pleased with herself for inventing a new performance metric! Watch here
Albertson's and Ovative group's recent iROAS Demystified white paper found that methodological choices alone can swing incremental ROAS by 6.5x
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