Mondelēz International, one of the largest snack companies in the world, provides iconic global and local brands to more than 150 countries, including famous names like Oreo, Ritz, LU, Clif Bar and Tate's Bake Shop biscuits and baked snacks, as well as Cadbury Dairy Milk, Milka and Toblerone chocolate
Historically – like many other enterprise CPG brands around the world – Mondelēz was measuring its advertising investments across retail media platforms using traditional metrics like return on ad spend (ROAS). But because of limited visibility into digital shelf performance, they weren’t really getting the full picture of how their retail media strategies were paying off (or if they were at all).
To get the most out of its retail media investments, Mondelēz needed more data and more insights to fuel growth in the ecommerce space. So they partnered with CommerceIQ to redefine how they measured success on channels like Amazon and Walmart.com.With AI-powered Digital Shelf Analytics and Retail Media Management solutions in place, the international brand began a pilot program to measure incremental return on ad spend (iROAS): a powerful concept that revolves around accurately measuring the impact of retail media on sales growth.Taking advantage of digital shelf signals across marketplaces and using custom automations to optimize ad spend, Mondelēz was able to measure and quantify additional revenue generated as a direct result of its marketing efforts—also known as incremental sales.
Armed with actionable insights, in just 45 days the brand experienced significant ROAS on both Amazon and Walmart, and is now using iROAS as a reportable KPI to measure its media efficiency across marketplaces.After 45 days live on CommerceIQ’s incrementality pilot, Mondelēz achieved:
1450+
retailers
100+
mobile apps
59
countries
250+
engineers and
data scientists
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