As artificial intelligence (AI) becomes increasingly integrated into marketing strategies, establishing a clear framework for measuring the success and impact of these initiatives is necessary to validate which tools and use cases to prioritize. This guide provides marketers with a comprehensive approach to defining key performance indicators (KPIs) and metrics, setting baseline measurements, monitoring progress, and conducting audits to assess business impact and adherence to responsible AI principles.

Retail media plays a crucial role across the consumer journey, making it an essential touchpoint for brands to drive both awareness and conversion. In the era of Retail Media 2.0, the focus has shifted from a narrow emphasis on search-driven e-commerce to a more holistic, full-funnel approach that leverages the wealth of first-party shopping and streaming signals to power impactful advertising solutions.

"Beyond the Awards" offers an exclusive glimpse into the stories behind the 2023 SMARTIES Awards winners. This booklet features detailed campaign objectives, strategies that worked, business impacts, and behind-the-scenes success stories. It also includes guidance for future participants, making it a valuable resource for anyone looking to understand what it takes to win a SMARTIES Award. This comprehensive guide showcases the best practices and insights from award-winning campaigns.