Benoit Vatere Discusses Future Of Performance Marketing
Benoit Vatere and Bryan Leach explore how performance marketing principles transform promotional ROI, according to Adweek. They discuss the importance of incrementality over ROAS for CPG brands.
Original reporting · adweek.com
Original: “From ROAS to Real Results: Benoit Vatere and Bryan Leach on the Future of Performance Marketing”
Read “From ROAS to Real Results: Benoit Vatere and Bryan Leach on the Future of Performance…” at Adweek →
How this was written. Awesome B2B wrote this article with a language model from Adweek’s reporting (model: @cf/meta/llama-3.3-70b-instruct-fp8-fast); it describes that reporting rather than adding to it. The original, linked above, is the full story.
Key points from Adweek’s report
- Incrementality provides a clearer picture of promotional performance than ROAS alone, according to Benoit Vatere and Bryan Leach.
- Matched-audience testing helps identify genuinely incremental sales and is an important tool for CPG brands.
- Real-time measurement enables smarter budget allocation and can help reduce customer churn and improve household penetration.
- Third-party verification is crucial for building trust in retail media results and ensuring the accuracy of promotional effectiveness measurements.
- Cost per incremental dollar helps protect margins and is an important consideration for CPG brands when optimizing promotional spend.
The conversation between Benoit Vatere and Bryan Leach, recorded live at Brandweek 2026, examines how brands can bring greater accountability to retail media and in-store promotions. Adweek reported that they discuss the use of real-time data and matched-audience testing to measure promotional effectiveness. This approach allows for more rigorous measurement and a clearer picture of promotional performance.
Vatere and Leach argue that conventional ROAS can overstate promotional effectiveness, and that incrementality provides a more accurate measure. They explain how to identify genuinely incremental sales and the importance of third-party verification. This is crucial for building trust in retail media results, according to the discussion.
Benoit Vatere shares insights into optimizing promotional spend across retail channels, reducing customer churn, and growing household penetration. He also discusses the importance of reallocating budgets based on emerging sales signals rather than quarterly recaps. This approach enables smarter budget allocation and more effective promotional strategies.
The conversation highlights the benefits of matched-audience testing, which helps identify genuinely incremental sales. It also discusses the importance of cost per incremental dollar, which helps protect margins. By using these approaches, CPG brands can gain a clearer understanding of their promotional performance and make more informed decisions.
Bryan Leach, founder and CEO of Ibotta, brings his expertise in performance marketing to the conversation. Ibotta is a leading performance marketing platform that delivers digital promotions to over 200 million consumers. Leach's experience in the industry provides valuable context to the discussion, according to Adweek.
The discussion also touches on the importance of real-time measurement in enabling smarter budget allocation. By using real-time data, brands can respond quickly to changes in the market and optimize their promotional strategies. This approach can help reduce customer churn and improve household penetration, according to Vatere and Leach.
Overall, the conversation between Vatere and Leach provides valuable insights into the future of performance marketing. They discuss the importance of incrementality, matched-audience testing, and third-party verification in measuring promotional effectiveness. As the CPG industry continues to evolve, these approaches will become increasingly important for brands looking to optimize their promotional strategies.
Questions and answers
What is the main topic of discussion between Benoit Vatere and Bryan Leach?
The main topic of discussion is the future of performance marketing and how to measure promotional effectiveness, particularly the importance of incrementality over ROAS.
What is matched-audience testing and how does it help CPG brands?
Matched-audience testing is a method used to identify genuinely incremental sales, and it helps CPG brands by providing a more accurate measure of promotional effectiveness.
Why is third-party verification important in retail media results?
Third-party verification is important because it builds trust in retail media results and ensures the accuracy of promotional effectiveness measurements, according to Vatere and Leach.
