Omnicom Media Group (OMG), the media services arm of Omnicom Group Inc (NYSE: OMC), has unveiled the Supply Chain IQ Score, a groundbreaking media activation tool rooted in supply chain dynamics, developed in collaboration with Crisp, an open retail data platform.
The ongoing supply chain challenges, highlighted in recent economic reports, continue to persist post-pandemic. Marketers face the necessity of swiftly adjusting their media strategies to align with product availability while maintaining optimal performance.
The Supply Chain IQ Score, fueled by Crisp’s data integration from over 80% of major U.S. retailers and distributors such as Target, Amazon, UNFI, and CVS, interfaces with Omni, Omnicom’s marketing orchestration platform across its agencies. This tool empowers media planners with real-time visibility into SKU inventory at physical stores, digital shelves, and inventory in transit. This visibility facilitates the immediate reevaluation of media investments away from products facing low inventory levels.
Traditionally, such adjustments would occur after a significant portion of the budget had already been spent, often leading to advertising driving consumers to out-of-stock products. However, leveraging the Supply Chain IQ Score, planners now have access to two years of comprehensive sell-through and distribution data from Crisp. This data enables them to swiftly identify alternative SKUs within the brand portfolio exhibiting high repeat purchase behavior, healthy inventory levels, and strong market basket correlation to the low inventory items. Working within Omni, the team can then efficiently reallocate spend towards these alternative SKUs to meet performance objectives.
Marc Rossen, SVP Investment and Activation Analytics for OMG North America, notes, “The Supply Chain IQ Score empowers brands to strategically and swiftly align media investment with sales velocity, redirecting spend towards available inventory rather than pulling back—enhancing media ROI and supporting client performance goals amidst supply constraints.”
Crisp’s founder and CEO, Are Traashdahl, underscores the significance of connecting data delivery technology with marketing orchestration capabilities. He emphasizes that the Supply Chain IQ Score ensures optimal alignment between product inventory and media investment, guaranteeing that marketing efforts direct consumers to available products.
Moreover, John Schorr, OMG Managing Director, Commerce, foresees diverse applications for the Supply Chain IQ Score beyond managing low inventory, including geotargeting ad delivery based on on-shelf inventory, real-time sales lift measurement, local store campaigns, new product launches, and aligning promotions with product freshness windows to minimize waste.
Schorr further adds, “The Supply Chain IQ signifies a future where media becomes a catalyst for consumer demand, influencing e-sales operations and supply chain distribution, creating a seamless consumer experience.”
The Supply Chain IQ Score represents Omnicom’s latest innovative solution in its Commerce product lineup. Omnicom continues its commitment to pioneering advancements in the industry, having introduced the first private marketplace for point-of-purchase digital screens and established a strategic global partnership with Firework, a leading shoppable video platform provider.
ABOUT OMNICOM MEDIA GROUP Omnicom Media Group (OMG) operates as the media services division of Omnicom Group Inc. (NYSE: OMC), a global marketing and corporate communications entity serving over 5,000 clients across 70 countries. Its roster includes full-service media agencies Hearts & Science, OMD, and PHD, among others, and the Annalect data and analytics division, managing the Omni marketing orchestration platform.
ABOUT CRISP Crisp leverages cloud-based technology to integrate and normalize diverse data sources, offering real-time insights and trends. CPG suppliers, retailers, and distributors utilize Crisp to streamline supply chain management, minimize waste, and drive profitability. Learn more at www.gocrisp.com.
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