The challenge
Lacking visibility into true digital shelf performance
ROAS
The traditional metric
Like many enterprise CPG brands, Mondelēz measured advertising investments across retail media platforms with return on ad spend.
But with limited visibility into digital shelf performance, they weren’t getting the full picture of how their retail media strategies were paying off, or whether they were at all.
The solution
Boosting incremental sales with Digital Shelf Analytics & iROAS
To get the most out of its retail media investments, Mondelēz needed more data and more insights to fuel growth in ecommerce. It partnered with CommerceIQ to redefine how it measured success on channels like Amazon and Walmart.com.
With AI-powered Digital Shelf Analytics and Retail Media Management in place, the brand began a pilot program to measure incremental return on ad spend (iROAS): accurately measuring the impact of retail media on sales growth.
Before
With CommerceIQ
Traditional ROAS
Measuring advertising investment with standard metrics
Incremental ROAS (iROAS)
Measuring the true impact of retail media on sales growth
Limited digital shelf visibility
Not the full picture of how media was paying off
Digital shelf signals
Insights across marketplaces, powered by AI
Unquantified media impact
No clear read on additional revenue from marketing
Custom automations
Optimized ad spend and quantified incremental sales
Using digital shelf signals across marketplaces and custom automations to optimize ad spend, Mondelēz could measure and quantify the additional revenue generated as a direct result of its marketing efforts, also known as incremental sales.
The results
Optimizing Amazon & Walmart retail media spend
Armed with actionable insights, the brand saw significant ROAS gains on both Amazon and Walmart in just 45 days. After 45 days live on CommerceIQ’s incrementality pilot, Mondelēz achieved:
Performance results
7.29%
Ordered Product Sales increase on Amazon
$3.92M
Ad spend reduced across Amazon & Walmart
64%
ROAS increase at Walmart
47%
ROAS increase at Amazon
Ready to take your ecommerce strategy to the next level?
Request a demo
