Tesco’s dunnhumby-powered Media and Insight Platform has launched a new training programme designed to help marketers “demystify and master the booming retail media landscape”.
Retail media has seen explosive growth in the last few years as brands look for more effective ways to reach consumers. However, the retailer noted that many brand and shopper marketers still don’t fully understand retail media’s capabilities and best practices. The new Tesco Retail Media Certification aims to “empower brands and media agencies with the knowledge and skills to plan, activate and measure high-impact retail media campaigns” with the supermarket group.
The certification, available via the Tesco Media Academy, examines the potential of retail media for advertisers and how to run successful campaigns through a series of modules, including:
- Navigating the evolving retail media landscape
- Leveraging Tesco Clubcard data for actionable insights
- Crafting full-funnel campaigns across in-store, onsite and offsite Tesco Media channels
- Measuring and optimising campaign effectiveness
“Retail media offers an unparalleled opportunity for brands to connect with consumers throughout the purchase journey in an engaging and measurable way,” said Stacy Gratz, Sales & Marketing Director of Tesco Media and Insight Platform.
“Our new certification equips brand and shopper marketers with expert training directly from one of the industry leaders.”
NAM Implications:
- Patently this training will help trainees recognise good RM execution when they see it.
- As well as helping to standardise the metrics.
- Time to apply – you know it makes sense!
