泰森食品

2023年6月20日

星期二,2023年6月20日淩晨一點問候,商務愛好者,歡迎來到本周出版的商業通訊!我Hana柳,代替高級編輯詹姆斯•Hercher紳士和一個學者,AdExchanger商務部王牌——誰在陪產假。今天的調度問題Ibotta(發音“我買了一個”)。成立於2012年作為一個DTC返利回饋應用,Ibotta最近擴展從它的起源到成為一個營銷網絡性能。也是進化它的客戶基礎,在雜貨店和消費者開始和擴大“遠遠超出了雜貨店”產品,如服裝、化妝品、玩具、電子產品和家居用品,根據首席執行官和創始人布賴恩•利奇。品牌一個常見問題是“(優惠券)片段,印象或點擊不一定轉化為增量銷售,”裏奇說。公司是否正在運行在穀歌上的廣告時,元TikTok或提供傳統的紙質優惠券,這是“不可能告訴你是否得到好的價值,”裏奇說。品牌支付預付,要麼不明白有多少新增銷售或看到不一致的報告。“肮髒的小秘密是,很多廣告不導致銷售,”裏奇說。Ibotta的把戲是客戶得到他們值:一個個性化提供他們會使用。 “We’re not going to charge [brand clients] on the front end for those clicks or impressions,” Leach said. “We’re only going to charge them when the product sells.” Ibotta’s evolution About a year ago, Ibotta rolled out its white-label performance marketing network, which serves up cash-back offers – minus any Ibotta branding – to customers through retailers such as Walmart, Kroger and Dollar General. The Ibotta Performance Network (IPN) targets consumers based on what they like to buy and the categories they shop in. The company works with thousands of CPG brands, including Coca-Cola, Unilever, Kimberly-Clark, P&G, Kraft Heinz and General Mills, all of which are in Ibotta’s network. More than 95% of the Ibotta cash-back offers are available everywhere that’s part of the network, though there’s some variability, Leach said. For instance, an Ibotta offer might be on Walmart and Ibotta, Kroger and Ibotta or just Ibotta. Brand feedback When the IPN launched, Ibotta gathered a group of its best clients as advisers to design the network’s client-facing tools, including the dashboard. One of those clients was Tyson Foods. Tyson formalized its partnership with Ibotta this year after using it in national- and retailer-specific programs over the past few years, according to Meredith Puckett, Tyson’s senior manager of brand strategy and commerce marketing. “Overall, IPN allows us to be flexible in our planning,” Puckett said. “Programs can adjust as the business adjusts, and our offers allow us to provide value to our consumers.” Starting July 1, Ibotta is offering a new program with a triple return on ad spend (RoAS) guarantee that will run through Q3. A guarantee appeals to established brands like Tyson, but even more so to the many smaller and emerging brands Ibotta works with. “There are many natural and organic brands here in Colorado [where Ibotta is headquartered], for example, that are just trying to get a foothold at the grocery store,” Leach said. This isn’t even my final form Ibotta’s consumer-focused offering still makes up more than half of its business, and the cash back that shoppers have earned exceeds $1.4 billion to date. But the network is Ibotta’s future, Leach said. “I would expect that, in the medium to long term, over half our business will be from non-Ibotta publishers,” he said. Leach envisions the IPN as an air traffic control system of sorts that links customers to a common Ibotta ID for all paper and digital coupons. “You need a network that can do that for all publishers … or else you get chaos,” he said. “You need one source of truth, and that’s what we’ve built the network for.” Related Stories