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Beyond ROAS: Unlocking the full power of retail data

An illustration of a marketing funnel. The top level of the funnel is an open shopping bag.

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Retail data is shaping the future of digital advertising, allowing brands and advertisers to reach a wider — yet more precise — audience using data based on actual shopper behaviour. 

Some advertisers only leverage this data to drive return on ad spend (ROAS). But retail data can boost the performance of your upper-funnel marketing strategies too. 

If you only use retail data to increase conversions, you are missing out on its power to enhance brand visibility and boost awareness, image, preference, and consideration. We want to change that. 

To help understand the potential value and impact of retail data on upper-funnel campaigns, we invited 18 European brands to participate in a test-and-learn study, designed to explore — and prove — three hypotheses: 

  1. Retail data can help you drive brand lift. 

  2. Campaigns with retail data can outperform those that don’t use retail data. 

  3. Using retail data from multiple retailers can lead to higher lift across upper-funnel metrics. 

Here’s what we discovered based on the study. 

Retail data can help you drive brand lift 

The results from our study show that retail data can increase brand lift across the following four key metrics: 

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What these numbers mean

When comparing the number of people who saw an ad served to them with retail data vs. those who didn’t, we saw an uplift. For example, of every 100 people who saw an ad, 27 said they were more likely to consider the brand as a result of seeing the ad.

Brands — even those without a retail store shelf presence — can use retail data as a strategic tool to help drive sales, shape perception, build preference, and stay top of mind. 

Campaigns with retail data can outperform those that don’t use retail data 

The study proved that ads with retail data can often feel more relevant and increase consumer preference for a brand over its competitors. Such data can also improve brand image, especially for premium categories like consumer electronics and health and beauty. 

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What these numbers mean

Campaigns leveraging retail data saw an average of 4.75 points above the benchmarks (those that did not use retail data) across all four metrics. 

Using retail data from multiple retailers can lead to higher brand lift across upper-funnel metrics 

By tapping into data from multiple retailers, you’ll gain a clearer view of consumer behaviour, which enables you to reach a more diverse and relevant audience. 

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What these numbers mean

The results show that the more data you use, the better the results may be. In our test, campaigns that leveraged data from four retailers achieved a much higher uplift in brand image and consideration.

This information is provided solely for background and is not a representation or guarantee of any future performance. 

Want to learn more? 

To dive deeper into the results of the study — including a breakdown of results by channel and by industry vertical — download the full study below. 

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