Maximizing ROI from cooperative marketing in tech, with?mimbi

In today’s hyper-competitive tech market, cooperative marketing has emerged as a powerful strategy for brands looking to expand their reach and drive sales. By partnering with manufacturers to co-finance retail media campaigns, tech players can tap into their partners’ budgets and audiences while still showcasing their own brand value.

However, this approach is not without its challenges. Imagine you’re a leading graphic cards manufacturer, co-funding campaigns with laptop makers. Each partner runs independent campaigns across multiple retail media networks, making it difficult to track and aggregate performance data. Without a clear, unified view of how your investments are paying off, it’s nearly impossible to measure ROI and identify optimization opportunities across your product lines and categories.

This is a familiar struggle for many tech brands engaged in cooperative marketing. The problem is compounded in retail media, where each network has its own unique data formats, metrics, and reporting capabilities.

The co-marketing data?dilemma

For tech component manufacturers engaged in cooperative marketing, one of the biggest challenges is aligning retail media data with their own product hierarchy. While retail media networks report performance at the SKU level for individual consumer products, component brands need to analyze results in terms of their own product lines and categories.

As graphic cards manufacturer co-funding retail media campaigns, your goal is to understand how your different cards ranges are performing across all the campaigns run by your partners. However, the retail media reports you receive only show metrics for laptop models.

To get the insights you need, you have to manually map each laptop SKU back to the graphic card range powering it. This is a painstaking process that requires deep knowledge of your partners’ product catalogs. And if you’re working with multiple partners across different retailers, the complexity scales quickly.

For example, imagine you have two partners?—?Brand A and Brand B?—?each selling laptops with your graphic cards on 2 retailers.?

Without the ability to automatically map these SKUs to your own product hierarchy, it would be easy to miss the insight that your premium card is resonating with consumers while the mid-range one is underperforming.?

This challenge is compounded by the fact that manufacturers’ product names and hierarchies are usually not aligned with retail taxonomies. A laptop that one retailer classifies as “high-performance” might be grouped under “thin-and-light” by another. Without a standardized way of defining product attributes across retailers and partners, it’s difficult to get an apples-to-apples view of category performance.

Solving this requires an automated way to map disparate product catalogs and classification systems to the manufacturer’s internal taxonomy. Only then can manufacturers accurately track and compare the performance of their product lines across all their retail media partnerships. But building this type of intelligence in-house is resource-intensive and often falls beyond the core competency of most manufacturers.

mimbi’s cooperative marketing solution

mimbi is designed from the ground up to solve the unique data challenges of cooperative marketing (among others!), empowering tech brands to maximize the ROI of their retail media partnerships.

At its core, mimbi serves as a centralized hub for all your retail media data, automatically aggregating and harmonizing disparate datasets from across retailers, partners, and campaigns in a unified data model. This eliminates the need for manual data consolidation and provides a single, unified view of performance.

But mimbi goes beyond just data aggregation, with its ability to integrate data from external product catalogs and map it to your brand’s internal taxonomies and KPIs. This allows you to analyze retail media performance in the context of your own product hierarchy, rather than being limited to retailer-defined categories.

?This allows you to see at a glance how your different graphic card ranges are performing across all your retail media campaigns and partnerships.

mimbi makes it easy to slice and dice this data based on the attributes that matter to you, as a manufacturer. Want to compare performance by graphic card generation, clock speed, or number of cores? No problem. Curious how your partners’ sales are trending in a particular product category or price point? mimbi has you covered. With just a few clicks, you can get granular insights to help optimize your cooperative marketing strategy.

What’s next??

With a clear, always-up-to-date view of partner activities and performance across campaigns, brands can be much more agile in allocating budgets and responding to market trends. And the ability to benchmark performance across partners and retailers helps identify best practices to double down on.

The explosion of retail media networks and ad formats has created new data management challenges, particularly for brands engaged in co-marketing. Aggregating and analyzing data from multiple partners and platforms is a complex, time-consuming process that can quickly eat up your team’s bandwidth.

That’s why forward-thinking brands are investing in new capabilities purpose-built for retail media. By adopting tools and processes to automate data harmonization, integrate partner catalogs, and map performance to internal product hierarchies, these leaders are unlocking a new level of visibility and agility in their cooperative marketing efforts.

To see mimbi in action and discuss your specific needs, feel free to reach out?!