Retail Media Therapy

About Retail Media Therapy

Join us for a spot of Retail Media Therapy (http://retailmediatherapy.com/) as Viv Craske and Colin Lewis discuss the biggest stories in retail media & commerce media. This podcast is brought to you by Grace & Co (https://www.graceandco.works/) the marketing acceleration consultancy. Hosted on Acast. See acast.com/privacy (https://acast.com/privacy) for more information.

Publisher

Grace & Co | Retail Media Experts

Category

business · news · technology

Language

en

Explicit

No

First episode

15 Jul 2024

Latest episode

30 Sept 2026

Latest episodes

53 episodes in the feed.

1. 

   30 Sept 2026

   ROAS SPECIAL EP5: Albertson's iROAS retail media measurement secrets

   Albertson's Media Collective iROAS Measurement Secrets How much can the methodology behind iROAS change the story your retail media data tells? In this episode of Retail Media Therapy, Viv Craske takes a deep dive into iROAS measurement, exploring research from Albertsons Media Collective and Northwestern University’s Kellogg School of Management. The study examined 42 digital advertising campaigns and compared different approaches to measuring incremental return on ad spend. The results reveal just how much methodology matters. Across the campaigns, the difference between the highest and lowest reported ROAS was 6.5x. Even more strikingly, 83% of campaigns flipped from a positive to a negative incremental return depending solely on the measurement methodology used. Viv breaks down three key approaches to iROAS measurement: Pre/post analysis – simple and accessible, but unable to fully separate advertising impact from other factors influencing sales. Randomized controlled trials (RCTs) – widely regarded as the gold standard for incrementality measurement, but more difficult to implement, particularly for omnichannel retailers. Synthetic controls – a middle ground that uses comparable unexposed audiences or markets to estimate what would have happened without advertising. The episode also explores how audience definitions and revenue calculations can dramatically change reported iROAS. For example, focusing specifically on previous brand buyers reduced one reported result from $2.27 to just $0.22. So what should advertisers do? The key takeaway is transparency. Before comparing iROAS figures, advertisers need to understand how the result was calculated, how test and control groups were constructed, what assumptions influenced the model, and how incremental revenue was determined. And Retail Media Networks need to be transparent about how they are measuring their online media results. Because without understanding the methodology, two iROAS numbers may not actually be measuring the same thing. Grace & Co | Retail Media Experts Hosted on Acast. See acast.com/privacy (https://acast.com/privacy) for more information.

2. 

   23 Sept 2026

   ROAS SPECIAL EP4: When and how to measure iROAS

   What does incrementality really mean, and how can brands understand whether their retail media investment is actually driving growth? In this episode of Retail Media Therapy, Viv Craske and Colin Lewis are joined by Skye Frontier, EVP at Incremental, to unpack one of the most important topics in retail media measurement: incrementality. At its core, incrementality asks a simple but critical question: Would the sale have happened if the advertising had not happened? This counterfactual is at the heart of understanding whether advertising is genuinely generating additional sales, rather than simply receiving credit for sales that would have occurred anyway. The conversation explores why traditional ROAS and last-click attribution can provide an incomplete picture of media effectiveness, and how brands can use iROAS, experimentation, test-and-control approaches, causal inference and marketing mix modelling (MMM) to better understand what is driving growth. Skye explains why strong baseline data is essential to incrementality measurement, including sales, distribution, pricing, promotions, seasonality, external factors and media exposure. The discussion also looks at the challenge of siloed retail media measurement, where individual retail media networks may only see sales within their own ecosystem, while brands need to understand how advertising influences purchasing across multiple retailers and channels. The episode also examines the relationship between incrementality, penetration, new-to-brand and new-to-category growth. Rather than treating these as interchangeable metrics, the conversation considers how advertising can contribute to incremental growth alongside other factors such as distribution and physical availability. Another key theme is practicality. Should brands measure incrementality on every campaign? The discussion explores how advertisers can prioritise measurement around the decisions that have the greatest potential impact, while recognising that an experiment showing no incremental effect can still provide valuable insight. Finally, the episode looks at branded keywords, media efficiency versus effectiveness, and why incrementality should be considered alongside pricing, promotion, assortment, competition and other commercial factors. Topics covered: Retail Media, Incrementality, iROAS, ROAS, Retail Media Networks, MMM, Marketing Mix Modelling, Media Measurement, Incremental Sales, New-to-Brand, New-to-Category, Penetration, Branded Search and Advertising Effectiveness. Grace & Co | Retail Media Experts Hosted on Acast. See acast.com/privacy (https://acast.com/privacy) for more information.

3. 

   16 Sept 2026

   ROAS SPECIAL EP3: Is ROAS The Root Of All Evil?

   ROAS SPECIAL EP3: Is ROAS The Root Of All Evil? In this Retail Media & Measurement special episode with guest Andrew Lipsman, we ask the question: "Is ROAS helping retail media grow — or holding it back?" Is it, in fact the root of all evil in Retail Media and online advertising? In this special episode of Retail Media Therapy, Viv Craske and Colin Lewis are joined by retail media analyst and consultant Andrew Lipsman to question one of marketing's most influential metrics: ROAS (Return on Ad Spend). Andrew argues that an obsession with ROAS can encourage marketers to optimise for short-term, attributable sales rather than genuine incremental growth, brand building and long-term effectiveness. The conversation explores why high ROAS doesn't necessarily mean effective advertising, how branded search and retargeting can inflate performance numbers, the limitations of attribution and “new-to-brand” metrics, and why creative and broader brand-building activity can get overlooked. So what should marketers measure instead? Andrew makes the case for incremental ROAS (iROAS) while also discussing the potential role of market share and other measures in understanding marketing effectiveness. In this episode, we discuss: Why ROAS can encourage short-term thinking ROAS vs. incremental ROAS (iROAS) Attribution and attribution windows Branded search and retargeting New-to-brand metrics Incrementality in retail media Brand building vs. performance marketing The role of creative in advertising effectiveness Retail media's halo effect Market share as a broader business measure Why high ROAS doesn't always mean high incremental sales How marketers can think beyond the ROAS number This episode asks marketers to look beyond the headline ROAS number and consider whether their advertising is genuinely generating incremental sales and contributing to long-term brand growth. Featuring: Andrew Lipsman, Viv Craske & Colin Lewis Topics: Retail Media · Advertising · ROAS · iROAS · Incrementality · Marketing Measurement · Brand Building · Performance Marketing · Attribution · Retail Media Networks Grace & Co | Retail Media Experts Hosted on Acast. See acast.com/privacy (https://acast.com/privacy) for more information.

Who has been a guest on Retail Media Therapy

Names identified in recent episode analyses. Showing up to five guests.

• Mario Mijares
• David Clark
• Stacy Gratz
• Kiri Masters
• Andrew Lipsman

Reach and audience

Public platform figures. Ratings count people who left a rating, not total listeners.

Apple Podcasts (US)

5.0 / 5

1 ratings

Spotify

5.0 / 5

7 ratings

Podcast Authority Score: 34 / 100

A composite of feed quality, social presence, YouTube performance and engagement. Read the methodology.

Quality

54

Social presence

0

YouTube

0

Engagement

32

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Guest appearances

Books guests

Based on episode analysis; this does not confirm that the show is currently accepting guests.

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Questions about Retail Media Therapy