Kelly Kachnowski
VP, Growth & Engagement, Data & Analytics Technology
Mars Agency
Kelly has worked at TMA for nearly a dozen years across a variety of functions including production, media, and innovation, and has developed award-winning engagement strategies for a diverse roster of clients. For the past five years, she has helped build and commercialize the Marilyn platform -- the industry's first and most sophisticated commerce marketing technology platform -- helping marketers drive effectiveness and efficiency throughout the planning process. Kelly spent the first decade of her career in the sports and entertainment industry, including marketing concerts and events at several of the country's top venues as well as for the NBA Detroit Pistons and WNBA Detroit Shock.
Speaking in:
Saturday Jan 13th
10:55am - 11:40am
Javits North, Level 4
For in-store media to deliver on its promise, brands and retailers must agree upon in-store measurement requirements, which are rapidly evolving. In this premiere of a new white paper, Jeffrey Bustos of the IAB, will present current in-store best practices and contextualize why in-store measurement is important, exploring how in-store standards fit into the IAB's larger RMN standardization project. Topics include full-funnel attribution, proving incrementality, and the multiplier effects of in-store media.Then, Bustos will lead a panel discussion on the mechanics of in-store measurement strategy, focusing on practical approaches and considerations to in-store success data. The group will discuss what's required from the brand, the retailer and the consumer, to make in-store measurement a truly effective part of in-store RMN success. What are the challenges, success stories and future improvements required to measure effectively for success and growth of in-store retail media?This event is part of What's in store for Retail Media Networks. Pre-registration and separate fee required.