Retail Media & Data Collaboration Certificate

Retailers (whether pure players or not) are now key players in digital advertising, both in display and search. The certificate aims to provide all the keys to exploiting the opportunities offered by retail media, a world that has become unavoidable and now accounts for over 10% of the total French digital advertising market, according to the SRI UDECAM e-advertising observatory.

The essentials

FORMAT

100% remotely

DURATION

20 hours
4 half-days

PRICE

€1750 (excl. taxes)
+ optional individual coaching

NEXT SESSION

June 25, 25 and July 2, 4, 2024

With the participation of

Our participants testify

Certificate NPS: 50 | Satisfaction index: 4.2/5

The Retail Media & Data Collaboration course program

1. Data Collaboration Ecosystem, online and offline

- Define the universe, the issues and the challenges of Data Collaboration
- Market size and growth
- Players mapping in the Data Collaboration ecosystem
- Trilateral relationships and partnerships development

2. Technology and data

- Overview of data types available in Data Collaboration
- Assets data ecosystem: clean rooms, cookieless, tenant operator, data onboarding, Customer Data Platforms
- Data Collaboration projects’ operating mode and structure (data, tracking, omnichannel ID management, measurement)
- People-based marketing’s foundations and evolution
- 2^nd party Partnerships
- Data Collaboration in the regulatory context: RGPD, 1^st vs 2^nd party data

3. Data Activation

- Understanding the data continuum: personal data (Personally Identifiable Information - PII) Retailers, behavioral data (non-PII) for activation, Data Onboarding
- Audience creation methodology, targets addressability functioning
- Targeting strategies and segmentation
- Activation: which channels? which mix is best? Which bids in trading? Which metrics?
- Measurement through transaction data
- IIP/Non-IIP reconciliation, programmatic activation: understanding losses
- Focus Retail Media on Amazon

4. Measurement and optimization based on activation

- Efficiency measurement: Full funnel management
- Non-media KPIs: insights, targeting and reactivity data
- Profitability calculation method: ROI / Reach / Return On Ad Spend (ROAS) / Incrémentalité
- A/B test and experimental protocol: design, randomization & A/B test media, uplift modeling
- Timeline and significance of results: short term, long term and afterglow effect

The 4 key contributions of this course

Understand the Data Collaboration ecosystem both online and offline, the players and the structure of the Retail Media market

Identify best practices for data activation and relevant use cases: audience targeting, addressability, programmatic trading

Understand the challenges and key success factors of Brand/Distributor partnerships

Know and master the efficiency measures and metrics (KPI) of Retail Media: ROI, ROAS, uplift

The approach of the course

Flexible

A 100% remotely format
Synchronous group course (4 live sessions - 16h) and asynchronous individual course (4h)

Rhythmic

Innovative teaching methods
Real use cases, virtual meet-up, office hours with the speakers

Interactive

A limited number of participants
for a personalized exchange, live sessions with a Numberly expert on each theme

Learn more

Who is this course for ?

It is intended for brands and manufacturers, both for people in marketing, sales or digital teams: Account Executive, Account Manager, Brand Relationship Manager, Trade Marketing Manager, Category Manager, Chief Brand Officer, Product Manager, Branding manager, Digital Manager (perf / branding), Digital Content Manager, Insights & data analyse, Business Analyst.

Prerequisites for registration (multi- and in-company format): knowledge of data collaboration concepts.