Retail Media Certificate

Essential information


100% remotely


20 hours
4 half-days


€1750 (excl. taxes)

Our participants testify

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The Retail Media course program

Retailers (pure players or not) are now key players in digital advertising, both in display and search. The certificate aims to give all the keys to harness the opportunities offered by the retail media, an indispensable universe that represents more than 8% of the total French digital advertising market according to the SRI UDECAM e-Advertising Observatory.

1. Retail Media Ecosystem, online and offline

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

2. Technology and data

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


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


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


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

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.

Yseulys Costes
Co-founder & CEO

Leverage data to make marketing actions more useful, relevant and targeted for consumers and more effective and measurable for brands and retailers.

From the academic world, passionate about Digital Marketing, member of the Board of Directors of Kering and Groupe SEB


Skills: digital marketing and advertising, business strategy and e-commerce

Nicolas Filatieff
Managing Director

My vision of marketing is to take the best of research, psychology, and data science.

15 years of experience in Marketing, Sales and Strategy including more than 10 years at BNP Paribas Fortis, including as CMO


Skills: business strategy, pricing, digital marketing and customer engagement

Thibaut Munier
Co-founder & COO

As Clive Humby said in 2006, "Data is the new oil". It is essential to learn collectively how to work with this data so that marketing is above all a facilitator for the consumer and a vector of efficiency for companies, regardless of their size or sector.

Recognized specialist in Relationship Marketing and Data Mining, frequent guest at academic and professional conferences


Skills: marketing strategy, business intelligence, customer retention and satisfaction

Sandra de Brito da Costa
Executive Director

Personal and behavioral data is essential to appropriately activate all off and online marketing levers and thus create a privileged relationship between a brand and its consumer.

More than 15 years of specialized data expertise serving about fifty advertisers in the banking/insurance, retail and luxury sectors…


Skills: Data Marketing strategy, DMP, RTB

Grégoire Bothorel
Head of Research

Dialogue between the business and academic worlds brings value to client strategies and gives meaning to digital marketing.

Over 10 years of experience in customer marketing. One foot in academia, one foot in business, after a PhD in Marketing. His research work has been published in Europe and the USA. Guest professor in schools and universities (Dauphine, EM Lyon, IAE Lyon...)


Skills: relationship marketing, omnichannel strategy, insight & analytics

Catherine Marion
Content Marketing and Communication Manager

Putting content, data and innovation at the service of customer relations

More than 10 years of marketing expertise in various sectors (especially banking and retail)


Skills: CRM, Data Marketing, Customers engagement and retention

Dorothée Lacroix
International Managing Director

Passionate about digital marketing, I enjoy creating and implementing omnichannel strategies in dynamic, competitive environments.

More than 15 years of experience in Marketing, Sales and Strategy at international level (focus on Europe, Middle East)


Skills: Business strategy, data marketing, customer engagement, and e-commerce

Philippe Delieuvin

Good data governance (transparency, security, simplicity...) is a major determinant of people's trust. And there is no sustainable market without trust.

23 years of experience, first in audit, then in banking. Data Protection Correspondent at Numberly since 2008, then DPO since 2018


Skills: Data processing compliance, GDPR, cookie policy

Julien Beytout
Product Strategy Director

More than ever, mastering prospect/customer data is at the heart of value creation strategies for brands. Knowing your prospects/customers, anticipating their needs, finding the best conversion levers and reinforcing loyalty are the crucial challenges we face every day alongside our clients.

15 years of experience in Marketing Acquisition, Ecommerce, Loyalty and Customer Lifetime Value development


Skills: strategy, consulting, ROI management, data marketing, media sector

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