Mert Damlapinar

Today Keurig Dr Pepper (Fortune 500 Rank #284) announced its intent to acquire Dutch coffee and tea conglomerate JDE Peet’s (Forbes Global 2000 Rank #1218) for $18 billion. Check out our blog post for details of the Keurig Dr Pepper Acquisition, what execs were involved in the deal, speculation over what might happen after the acquisition, quotes from the CEOs about the deal, the broader industry context and next steps & timelines. If you're a sales rep selling into these accounts, this is a must read. https://lnkd.in/e57VsN6a

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How will data collaboration unlock the next wave of commerce media innovation? 🛒 #Commerce intermediaries bring cross-merchant scale and multi-category insight, #RetailMedia networks deliver unmatched in-store context, deep loyalty data, and SKU precision, #financial networks offer spend visibility across retailers, and #travel networks capture rare high-intent moments. Future entrants like telcos, streaming, or health could shift the competitive balance. 📏 The market is converging toward models that combine exclusive in-store and loyalty depth with cross-merchant reach and competitive benchmarks. Power will concentrate with whoever becomes the universal source of verified purchase outcomes, setting pricing, attribution standards, and budget flows. 📊 The credibility gap in ROAS is widening. The advantage will go to those who integrate multiple #data sources into transparent, multi-touch incrementality models that capture halo effects across retailers and channels, and prove incremental impact. 🧪 Winning #measurement requires robust test design, synthetic controls, and the ability to reconcile data across disparate identity systems. Players that can deliver precise incrementality measurement at scale will set the operational standard for the industry. 🤝 Alliances are moving from opportunistic to structural. The winners will design asymmetric partnerships that extend reach or verification without eroding their unique depth, ensuring they remain indispensable in a converging ecosystem. Read more at EMARKETER https://lnkd.in/eK9kWPjG

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Brand overlap isn’t always reciprocal 🍫 Scale explains some of it, habit explains the rest. At Gener8, our Purchase Intelligence dataset enables granular analysis of cross-brand and cross-product purchasing behaviour. This Tony’s/Cadbury example shows how niche brands can live inside mass-market routines. A Tony’s buyer is highly likely to also buy Cadbury at some point, simply because almost everyone does. But most Cadbury buyers never reach for Tony’s, due to price, availability, or lack of relevance. Clearly Tony’s lives in the mind of the conscious shopper. Cadbury lives in everyone’s cupboard. #Cadbury #TonysChocolonely #Insights

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As AI search becomes a growing part of how consumers find information, brands face a new challenge: understanding and managing their presence in these AI answer engines. Unfortunately for marketers, many tools promising to help are as new as the challenge itself. Information is sparse, comparison is tricky, and reliability with many of these tools is a big question mark. If you’re in market for tool to track AI visibility, read on for what to look for when choosing among the dozens of new platforms on the market! https://lnkd.in/gCVEmiZ9

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If I was the CMO of a brand that just spent more than $300K at Coachella I would have A LOT of questions this week. Here’s a few of them: • “Rather than providing me with impressions, reach and assumed earned media value, please summarize how this created long term brand impact or an increase in ATV and customer retention.” • “Please provide the % of how many of our influencers properly disclosed the partnership under FTC guidelines.” • “How many other brands did our influencers work with while they were there and what were the brands they worked with?” • “What was the total number of foot traffic in our _______ and the average cost per visitor?” • “In comparison to our competitors who were there, how much of a % of the conversation on our campaign did we drive vs. their activations?” • “How successful was this activation at driving digital engagement for non-festival goers?” • “Was this worth it? In your opinion.” • “What would you do different next year with the same budget?” • “What was an activation at Coachella that you think was something we can learn from (you cannot say Duolingo). 🖖

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Ready to hear from marketers behind some of the most iconic brands like State Farm, Diageo, Microsoft, VICE Media, Viator, Haleon, Anthropic and Instacart ⁉️ We just launched 𝐂𝐔𝐋𝐓𝐔𝐑𝐄 𝐂𝐑𝐄𝐀𝐓𝐎𝐑𝐒, a new interview series featuring short and thoughtful convos with marketing leaders to dissect... ✅ How they balance mass reach with niche community relevance ✅ What a real influencer program looks like ✅ How their brands show up in culture without chasing trends The interviews are quick, insightful, and full of actionable lessons. Here’s a sneak peek of who’s featured: ⭐ Alyson Griffin, Head of Marketing, State Farm ⭐ Amy Powell, President, Vice Studios ⭐ Carmela Luzzi, Brand Director, Viator ⭐ Kelly Kavanagh, U.S. Integrated Marketing & Media Lead, Haleon ⭐ Lexie Barnhorn, Head of Influencer, Anthropic ⭐ Sophie Kelly, SVP of Global Tequila and Mezcal, Diageo ⭐ Heike Young, Head of Content, Social, and Integrated Marketing, Microsoft ⭐ Jasmine Anderson Taylor, VP of Brand Marketing, Instacart Be sure to check out each interview (I'll link them in the comments👇). And this is just the start of this series, we are taking this show on the road. So if you want to recommend someone to be interviewed then drop me a note or tag them in the comments. #influencermarketing #socialmedia #creatoreconomy

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Brands must take the lead in embracing data minimization, guiding their agencies to prioritize contextual and environmental signals over invasive personal data collection. With privacy regulations tightening globally—from GDPR and LGPD to the CCPA and Maryland’s MODPA—relying on excessive data hoarding is both legally risky and not in line with what consumers want. Instead, brands should focus on signals that truly drive performance. A consumer’s interest in cooking or sports is often enough to build brand affinity and drive conversions, proving that privacy-conscious, context-driven advertising isn’t just compliant—it’s more effective. https://lnkd.in/eWPJXWMi

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More to share about my first reflection leading up to my first 90 days at Origin. This new report from Nielsen underscores why balancing creatively and performance matters. CTV keeps getting smarter, but not always sharper. Too many campaigns are built for brand yet executed like performance: over-targeted, under-scaled, and missing the human connection. The lesson’s familiar. Every time technology evolves, we risk losing sight of what makes it work in the first place: story. Data helps, but it can’t replace meaning. The future of CTV isn’t about choosing between precision and creativity. It’s about using precision to serve creativity so the message meets people at the moment it actually matters. https://lnkd.in/esWvbTMR

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Marketers can’t afford to keep overlooking the power of physical retail. We talk a lot about meeting consumers where they are. Well, they’re in-store. Even though most purchases still happen in physical stores, ad dollars haven’t caught up. Why? Measurement challenges and underestimating the power of sampling. But data shows otherwise: 👃 Sensory experiences stick 🛒 In-store demos rank way higher with consumers than marketers think 📱 QR codes + sampling = trackable, memorable, effective It’s time we stop calling it “potential” and start treating it like performance media. #RetailMedia #MarketingStrategy #InStoreExperience

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Not all #RetailMedia is created equal, and not just because retailers have different scale and granularity within their customer data and transaction files. Retailers who can harmonize their supplier-funded media with their enterprise media are able to deliver better customer experiences, more efficient campaign delivery and a differentiated Retail Media offering. Co-op advertising was just the beginning, now it can be so much more. Hope you enjoy my take on this + the importance of identity across activation and measurement. #publiciscommerce #epsilon #programmatic #shoppermarketing #ecommerce

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