Mars United VP-Analytics Prabhpreet Sidhu outlines an actionable method for building internal processes that can drive excellence in marketing measurement.
1. Cultivate a measurement-focused culture through daily data reviews, cross-team knowledge sharing, and strategic alignment of metrics with business objectives — enhanced by data privacy training, robust governance, and first-party data stewardship.
2. Set clear, SMART objectives that align high-level business goals with platform-specific campaign metrics — balancing short-term incremental gains with longer-term brand equity and customer lifetime value.
3. Design a balanced scorecard of KPIs spanning the full funnel, from brand health and share of search to ROI, integrating retail media metrics (like basket analysis and footfall data) to gain deeper shopper insights.
4. Establish robust testing and experimentation protocols (A/B, multi-cell, incrementality) that include privacy-safe methods (server-side tagging) to facilitate data-driven decision-making across all channels.
5. Harness advanced analytics and AI to gain predictive insights and prescriptive recommendations, using automated forecasting, scenario planning, and NLP (natural language processing) for real-time voice-of-customer analysis.
6. Automate and integrate data collection and analysis with unified data lakes or CDPs (customer data platforms), ensuring API connections to retail media networks and ecommerce platforms that will allow seamless, real-time optimization.
7. Implement a multi-faceted attribution approach combining marketing mix modeling with privacy-first or modeled attribution — capturing online and offline touchpoints to gather robust shopper marketing insights.
8. Develop standardized measurement methodologies across channels, enabling consistent, comparable insights while staying current with retail media network metrics and evolving industry guidelines.
9. Maintain a continuous improvement cycle that closes the loop across insights, action, and performance, adopting agile measurement sprints and cross-functional “war rooms” to accommodate faster strategic pivots.
10. Regularly benchmark performance against industry standards and competitors, incorporating retailer-specific benchmarks and emerging channels (social commerce, shoppable livestreams, etc.) to identify opportunities and threats.
About the Author
Prabhpreet Sidhu brings a technically diverse background and wealth of experience to his role as VP-Analytics for Mars United Commerce, where he excels in delivering impactful data analytics solutions. With over 10 years of solutions architecture experience at leading organizations such as The Walt Disney Company, he has developed groundbreaking business intelligence and artificial intelligence solutions, including real-time automated measurement, multi-touch attribution, and customer segmentation.
