Building for Incrementality, Interoperability, and the Future of Retail Data with Pacvue’s Geoffrey Beliard - Episode 368

Ecommerce Braintrust

Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia’s Head of Retail Marketplaces Services Julie Spear and Director of Retail Operations, Jordan Ripley.

Today we’re joined by Geoffrey Beliard, Senior Director of Product Solutions at Pacvue.

Geoffrey has spent decades leading data and analytics teams both on the brand side at large CPG conglomerates and, more recently, with leading software companies in our industry.

We’ll dive into Geoffrey’s take on where the industry is heading and how he’s leading the product team and roadmap at Pacvue to meet that future.

Make sure you tune in to find out more!

KEY TAKEAWAYS

In this episode, Julie, Jordan, and Geoffrey discuss:

• Core Focus of Pacvue:

• Emphasis on retail media and retail operations as primary pillars.

• Strategic choice to excel in fewer areas rather than offering a broad range of services.

• Differentiation Strategy:

• Preference for doing fewer things exceptionally well, setting Pacvue apart from competitors like Commerce IQ and Stackline.

• Advocacy for an open ecosystem, allowing integration with existing data sources and tools.

• Partnerships and Company Culture:

• Importance of strategic partnerships to augment weaker areas.

• Alignment of business strategy with a growth mindset and continuous improvement.

• Pacvue’s Capabilities:

• Retail media management tools and Pacvue Commerce for comprehensive retail operations.

• Integration with major retailers like Amazon, Walmart, Target, Kroger, etc.

• Insights from Geoffrey Beliard:

• Experiences from the brand side and agency side contributing to product solutions.

• Discussion on balancing scalability with niche agency needs.

• Retail Media Networks and Clean Room Technology:

• Comparison between broad versus deep approaches in retail media network development.

• Investment in clean room technology and its role in unifying data and understanding shopper behavior.

• Measurement and Incrementality:

• Development of robust methodologies to measure incrementality, starting with Amazon.

• Use of "ensemble learning" to handle diverse data inputs for better incrementality measurement.

• Automation vs. Human Intervention:

• Discussion on the balance between automated AI solutions and manual control.

• Factors affecting retail operations, including inventory and buy box ownership.

• Future of Retail Media:

• Consolidation around the top 20 global retailers developing retail media networks.

• Importance of large-scale retailers like Amazon, Walmart, and Target in attracting media investment.