Sam’s Club Launches Sales, Media Performance Dashboard
Sam's Club has launched a “central source of truth” for campaign performance for its retailer media network, Sam’s Club Member Access Platform (MAP).
The Media and Sales Performance Dashboard is an integrated dashboard that combines Sam's Club MAP campaign metrics with the warehouse club chain’s sales performance in one place, enabling advertisers to track media impact and enhance campaigns while they are still “in flight,” according to a media release. Marketers can use the consolidated, self-serve offering for both Sponsored Product Ads and Display campaigns.
The dashboard integrates with the point-of-sale platform (also known as MADRID) that Sam’s Club advertisers and merchants already use to track sales — which is also the same platform used internally by Sam's Club MAP. The retailer partnered again with Circana to bring the dashboard and third-party validation to advertisers.
[Also Read: Sam’s Club Expands Retail Media Capabilities]
“We understand the power that analytics can have on advertiser campaigns, which is why we are delivering this new integrated dashboard,” Lex Josephs, vice president and general manager of Sam's Club MAP, said in the release. “It is the latest in an ongoing stream of continuous innovations we’re providing to deliver faster, more actionable insights.”
The dashboard also provides advertisers with visibility into item sales, new buyers, in-club attribution, including for search and total ad attributed sales.
With this launch, Sam’s Club offers more transparency and visibility into Display and Sponsored Product Ad performance while the ads are still ongoing. This visibility allows advertisers to make continuous iterations and improvements of active campaigns to drive better business outcomes.
Sam's Club's says its membership model is what makes its MAP measurement offerings possible; and this launch gives advertisers more immediate access to member insights, including household reach, purchase channel and, for the first time, buyer metrics for Sponsored Product Ads.
The dashboard strives to enhance the member experience as well, by serving them more relevant ads/messaging for items at ideal times and in the right places.
“Sam’s Club MAP – fueled by the Media and Sales Performance Dashboard data – allows us to build and track plans like never before,” Lindsay Letterle, director of sales for The Clorox Co., said in the release. “The deep member insights paired with media and business impact enable us to optimize our campaigns to ensure we’re reaching the right member with the right message at the right time to drive business results.”
In contrast to retailer media platforms that don’t offer incrementality measurement using their own internal methodology, Sam's Club MAP differentiates by offering incrementality measurement such as iROAS and sales lift based on Circana’s methodology in post campaign reporting, per the release.
Sam’s Club MAP said it is currently offering the dashboard to select advertising partners and will continue onboarding many more in the coming months.