What's Happening?
Chobani has implemented a new unified measurement model to improve its commerce media performance. Led by Shanteria Jones, the director of Shopper Marketing, the initiative aims to address the challenges of fragmented measurement systems and inconsistent
incrementality standards. The model integrates first-party brand data, retailer transaction insights, and Chobani's internal marketing mix modeling to focus on validated incrementality and profit contribution. This approach has led to a 42% increase in new-to-brand acquisition and a 51% improvement in incrementality with a key retail partner. The strategy also includes integrated retail activation, combining in-store presence with digital media support, which has been recognized as a best-in-class data utilization case study.
Why It's Important?
The development of a unified measurement model by Chobani represents a significant shift in how commerce media performance is evaluated and optimized. By focusing on validated business impact rather than platform-reported metrics, Chobani is setting a new standard for accountability and effectiveness in media investments. This approach not only enhances campaign performance but also establishes a more sustainable operating model, positioning commerce media as a strategic growth lever. The initiative's success could influence other companies to adopt similar strategies, potentially transforming industry standards and expectations for media investment and performance measurement.
