In this lesson, we explore how to measure and optimize your digital retail media campaigns. We start by discussing various campaign metrics, such as click-through Rate (CTR), customer acquisition cost (CAC) and cost-per-click (CPC). We also explore how attribution modeling can help you understand which actions influence consumer behavior and identify the touchpoints that drive a purchase. We then cover certain sales metrics, like incremental sales and share of voice (SOV) for non-branded search. Finally, we explore how AI can be leveraged to optimize bidding strategies, streamline processes, and deliver personalized content at scale.
Why not check the glossary to make sure you are familiar with key terminology?