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Omnicom Media Group Launches Industry’s First Supply Chain-Based Media Activation Tool
Liz Unamo| 20 de mayo de 2022
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Omnicom Media Group (OMG) has launched the Supply Chain IQ Score, the industry’s first supply-chain based media activation tool, in partnership with Crisp, an open retail data platform. As affirmed in last month’s White House economic report, the supply chain crisis that erupted during the Covid crisis is not fading away as the pandemic subsides. With inventory challenges becoming the new normal, marketers need the ability to quickly adjust their media spend to product availability without negatively impacting performance. Powered by Crisp, which pipes normalized data from more than 80 % of the top U.S. retailers and distributors including Target, Amazon, UNFI and CVS into the Omni open marketing orchestration platform that supports all Omnicom agencies, OMG’s Supply Chain IQ Score gives media planners day-to-day visibility into SKU inventory data at the physical store, digital shelf, and inventory-in-transit levels, enabling media investment to be shifted away from low inventory products in real time. Historically, that shift would have been where the response ended – usually after a significant amount of budget had already been expended sending consumers to empty shelves before inventory reporting caught up with the ad spend. However, using the Supply Chain IQ Score, as soon as an inventory issue is revealed planners can leverage two years of sell-through and distribution data from Crisp to quickly find an SKU in the brand portfolio that has high repeat purchase behavior, healthy inventory, and strong market basket correlation to the low inventory item. Working within Omni, the team can determine how much spend needs to be redeployed to the alternate SKU to meet performance targets, and execute the new buy. “The Supply Chain IQ Score gives brands the power to quickly, strategically and effectively move media investment at the speed of sales,” says Marc Rossen, SVP Investment and Activation Analytics for OMG North America. “It flips the historic response to supply chain disruption from ‘pull the spend back ‘to ‘push the spend toward” – increasing media ROI and helping our clients meet performance goals despite supply constraints.”
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