Kiri Masters, Head of Retail Marketplace Strategy at Acadia, was featured in a recent article from AdAge.
The effectiveness of Amazon campaigns extends beyond traditional metrics like return on ad spend (ROAS) and impressions, as highlighted in Acadia's "Fit for Purpose" report. Kiri Masters, Head of Retail Marketplace Strategy at Acadia, emphasizes the underutilization of Amazon's rich shopper data and suggests exploring 23 key metrics aligned with specific business objectives. As brands increasingly allocate advertising dollars to retail media, the report serves as a diagnostic tool, providing a nuanced understanding of campaign performance beyond conventional measures.
"There’s a lot of data in there, but for some reason, people are still holding onto metrics like impressions, views, and ROAS." - Kiri Masters, Head of Retail Marketplace Strategy at Acadia.
Read the full article: "Amazon DSP Measurement—What Brands Are Getting Wrong" in AdAge, published on March 23, 2023.