Paul Brenner — Instore Marketplace
Published:
If you take a digital one-to-one attribution approach, a ROAS approach, what you end up doing is correlation to a tactic. But what you really want to know as a brand is: you made a total investment with this retailer and units sold at this level. Do you really need to know which specific tactic to attribute to technology? You're really looking at a messy environment with legacy linear signage and printed signage that’s not going away, so how can you say that this one tech thing was the cause of your ROAS and your outcome?
What does Paul Brenner say on The Agile Brand with Greg Kihlström?
Paul Brenner, Instore Marketplace, says: This episode explores why in-store retail media remains stuck in an experimental phase despite the majority of transactions occurring in physical stores, attributing the problem to strategic misalignment, mismatched measurement frameworks, and organizational silos. Guests from ISM/Instore Marketplace and the IAB discuss the need for a unified measurement framework that aggregates media, trade spend, promotions, and merchandising data to evaluate total investment versus units sold and unlock the growth potential of in-store media.
From: The Agile Brand with Greg Kihlström
Cite as: Paul Brenner. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/paul-brenner-if-you-take-a-digital-one-to-one-attribution-approach-a-roa