Beyond the Shelf

🧪 Incrementality isn’t one method — it’s a system. In our final BTS Live minisode clip from the Commerce Media Brand Summit, David Feinleib hears from Roundel's Shawn McGahee about how they approach measurement. 👉 Synthetic controls for fast, directional reads 👉 Randomized control tests for channel-level insights 👉 Geo-based experiments to understand true causality Together, these form a portfolio approach to incrementality — giving brands a more complete picture of what’s actually driving performance. 🎧 Full episode here: https://lnkd.in/e2PWaEU9 #BeyondTheShelf #RetailMedia #Ecommerce #DigitalCommerce #CPG #Roundel

📊 Retail media data isn’t just for media performance. In this BTS Live clip from the Commerce Media Brand Summit, Roundel's Shawn McGahee talks to David Feinleib about a major opportunity in the space: Using data to optimize campaigns, but also using it to understand what truly resonates with shoppers. As Shawn explains, this is often a missed opportunity — brands can use retail media data to inform: 👉 In-store experiences 👉 Packaging decisions 👉 Broader brand strategy Not just advertising. That’s where the next level of value comes from. Full episode here: https://lnkd.in/e2PWaEU9 #BeyondTheShelf #RetailMedia #Ecommerce #DigitalCommerce #CPG

📈 Retail media is growing up. In this BTS Live minisode, David Feinleib sits down with Shawn McGahee from Roundel to share key takeaways from the Commerce Media Brand Summit. 👉 Brands — not platforms — are back at the center 👉 The conversation is shifting from “what’s new” → “what works” 👉 And measurement is taking a leading role As Shawn explains, it feels like a “measurement renaissance” — with incrementality, targeting, and precision now driving the conversation. Watch the clip, then check out the full minisode here: https://lnkd.in/gGajc_X8 #BeyondTheShelf #RetailMedia #Ecommerce #DigitalCommerce #CPG #Roundel

🤖 AI is moving from experimentation to execution. In this BTS Live minisode from Shoptalk, David Feinleib speaks with Manish Sharma from Think Blue about what’s changing: 👉 From chatbots → workflow automation 👉 From experimentation → productivity 👉 From ideas → real business impact As Manish puts it, we’re starting to see early signs of AI driving meaningful results — not just tests. 🎧 Watch the clip, then check out the full minisode here: https://lnkd.in/e2PWaEU9 More from Beyond the Shelf BTS Live at Shoptalk coming soon! #BeyondTheShelf #Shoptalk #RetailMedia #Ecommerce #AI #ThinkBlue

📊 Retail media measurement is improving, but there’s still a gap. In this BTS Live Minisode, recorded at the Commerce Media Brand Summit, David Feinleib talks with IAB's Collin Colburn about where things stand today. 👉 Incrementality is gaining traction 👉 Retailers are building stronger measurement capabilities 👉 But transparency is still lagging As Collin explains, brands are asking deeper questions: 👉 What data is going into these models? 👉 What assumptions are being made? 👉 How are results actually calculated? That next level of clarity is what will help move the industry forward. 🎧 Check out the clip, then catch the full episode here: https://lnkd.in/e2PWaEU9 #BeyondTheShelf #RetailMedia #Ecommerce #DigitalCommerce #CPG #IAB

⚡ AI isn’t just changing creative - it’s changing how teams operate. Perdue Farms' Jack Kneuper tells David Feinleib about how AI is driving real efficiency gains in performance marketing. 👉 Reports that used to take an hour 👉 Now done in minutes 👉 Across multiple retailers and networks The impact: more time for testing, strategy, and optimization. At the same time, Jack highlights an important balance — while AI is accelerating workflows, brands are still being careful about how it’s used in creative to maintain consumer trust. 🎧 Watch the clip, then listen to the full episode here: https://lnkd.in/e2PWaEU9 #BeyondTheShelf #BTSLive #RetailMedia #Ecommerce #DigitalCommerce #CPG #CommerceMediaBrandSummit #PerdueFarms

📉 “The funnel is broken.” In the latest #BTSLive Minisode from the Commerce Media Brand Summit, David Feinleib sits down with Jack Kneuper from Perdue Farms to talk about what performance marketing looks like today: 👉 Touchpoints across CTV, social, retail media, and in-store 👉 No single path to purchase 👉 And more complexity than ever As Jack explains, success now depends on building a well-oiled system, where every channel and every piece of creative is performing at a high level. Because if one part breaks… the whole system feels it. 🎧 Check out the full episode here: https://lnkd.in/e2PWaEU9 #BeyondTheShelf #RetailMedia #Ecommerce #DigitalCommerce #CPG #CommerceMediaBrandSummit #PerdueFarms

📊 ROAS isn’t telling the full story anymore. In this #BTSLive Minisode clip from the Commerce Media Brand Summit , Incremental's Skye Frontier tells David Feinleib about a major shift happening in retail media: 👉 Moving beyond last-touch attribution 👉 Rethinking how performance is measured 👉 Shifting toward incrementality-based metrics As Skye explains, last-touch models tend to over-credit the bottom of the funnel, making it difficult to justify investment in upper funnel activity. The result: brands are moving toward incrementality-driven measurement — and embedding it across planning, forecasting, and optimization. 🎧 More here: https://lnkd.in/exJG-VY9 #BeyondTheShelf #RetailMedia #Ecommerce #DigitalCommerce #CPG #BTSLive #CommerceMediaBrandSummit #Incremental

💰 Retail media budgets are changing, and so is accountability. In this BTS Live minisode, David Feinleib speaks with Skye Frontier from Incremental about a major shift in the industry: 👉 Retail media is no longer just shopper/trade spend 👉 It’s now pulling from brand budgets 👉 And that changes what teams are accountable for As Skye explains, brands are no longer just responsible for driving growth within a retailer — they’re now accountable for portfolio and category-level growth. That shift is raising the bar for how retail media performance is measured and justified. 🎧 Check out the clip, then listen to the full episode here: https://lnkd.in/exJG-VY9 #BeyondTheShelf #RetailMedia #Ecommerce #DigitalCommerce #CPG #Incremental

📊 “Brand media lowers the tax you pay on growth, but commerce media converts the customer's brand media.” In this BTS Live minisode from the Commerce Media Brand Summit, David Feinleib sits down with Celia Van Wickel from Russell Stover Chocolates to break down one of the most useful frameworks we heard at the event. 👉 Brand media builds demand 👉 Commerce media captures it 👉 And real growth comes from connecting the two Celia also calls out the growing importance of GEO optimization — and having clear, actionable playbooks depending on whether you're launching innovation or trying to drive visibility on the digital shelf. #BTSLive #CommerceMediaBrandSummit #BeyondTheShelf #RetailMedia #Ecommerce #DigitalCommerce #CPG #RussellStover