#USA #Baltimore #Amazon #Flywheel Digital #ROC Dashboard

Transforming Retail Media Measurement

In a significant development for brands leveraging digital advertising, Flywheel Digital has unveiled its new Return on Consumer (ROC) Dashboard, aimed at redefining the measurement of long-term retail media impact on Amazon. This innovative analytics tool harnesses unique data from Amazon’s shopping, streaming, and browsing activities, allowing brands to gauge, benchmark, and predict the long-term value of their customers.

A New Perspective on Consumer Value

As advertising strategies evolve, traditional metrics—such as Return on Ad Spend (ROAS)—may not accurately reflect the changing dynamics of brand performance. The ROC Dashboard seeks to fill this gap by providing a comprehensive overview of the consumer journey, from initial discovery to brand loyalty. This insight enables brands to better understand the value that each customer interaction brings over time, shifting the focus from short-term gains to sustainable audience growth.

Oliver Masting, Chief Product and Technology Officer at Flywheel Digital, stated, "Maximizing advertising impact ultimately comes down to brands reaching the right consumers, with the right message, at the right time in their purchasing journey." He emphasized that the ROC Dashboard represents a significant shift toward consumer-centric metrics, enabling brands to visualize the various stages of consumer engagement and to tailor messaging accordingly.

Bridging the Measurement Gap

As retail media is set to become one of the largest segments in advertising, with spending projections from Forrester showing that by 2030, it could eclipse even global television advertising, the need for advanced measurement tools is more pronounced than ever. Flywheel’s ROC Dashboard addresses this need by closing the measurement gap, providing brands with a full-funnel view that encompasses all stages of consumer interaction: Awareness, Interest, Purchase, and Loyalty.

The insights offered by this dashboard allow brands to identify touchpoints where consumers may disengage or leave the sales funnel, alongside actionable recommendations for re-engagement. This not only strengthens brand loyalty but also promotes sustained growth through smarter marketing strategies.

Data-Driven Predictions and Recommendations

The functionality of the ROC Dashboard includes:

• - Quantification of Customer Journey: Tracking audience transition across five key stages of the sales funnel.
• - Consumer Segmentation: Identification of Active, At-Risk, and Churned customers, helping brands tailor their approaches.
• - Health Scoring: Establishing standardized performance metrics that can be benchmarked against competitors.
• - Sales Forecasting: Calculating the projected 12-month sales value of consumers who are already in the funnel, allowing for better planning and resource allocation.
• - Actionable Insights: Providing stage-specific recommendations to turn potential drop-offs into loyal customers.

A Launch to Remember

The ROC Dashboard is set to be featured at the upcoming Amazon Ads unBoxed event, where Flywheel will showcase its capabilities alongside notable partners such as Fender and Liquid I.V. Presentations will focus on how brands can pivot beyond traditional metrics to build consumer relationships that yield long-term benefits. Topics will include redefining growth through consumer insights and evolving measurement practices in retail media.

In conclusion, Flywheel Digital's Return on Consumer Dashboard signifies a pivotal advancement in retail advertising, enabling brands to move beyond rudimentary campaign metrics towards a more nuanced understanding of consumer value. With a focus on accountability and sustainable growth strategies, this innovative tool is poised to reshape how brands engage with customers on Amazon and beyond.

To learn more about Flywheel Digital and its offerings, visit Flywheel Digital.