Episode 14: Unlocked with Austin & Elizabeth, featuring Michelle Dooley

How Retailers Can Measure What Actually Moves in Stores with Michelle Dooley What happens when a decade of digital-first thinking has led retail media networks to measure only 10% of where sales actually happen? Michelle Dooley, founder of Catalyst Media Consulting and former Target and LiveRamp executive, joins Paul Brenner for a conversation that challenges how the industry thinks about in-store measurement from the ground up. Drawing on fresh research and years of in-house experience, Michelle and Paul introduce Shopper Purchase Rate, a framework designed to bridge the gap between merchant priorities and media metrics. From direct mail tracking in the hearing aid industry to building audience strategy at Roundel, Michelle brings a perspective that is equal parts data nerd and marketing strategist. Read the full report on Shopper Purchase Rate here: http://instoremarketplace.com/spr Tune in to this episode as we explore: (02:22) How Michelle's career led her to retail media (05:11) The moment retail media's scale became clear (09:12) Why Michelle launched Catalyst Media Consulting (13:20) What the in-store research set out to uncover (15:34) Why in-store means more than screens and audio (18:05) Introducing the Shopper Purchase Rate framework (21:23) How merchant relationships drive in-store success (26:55) Why 97% of retail still happens in physical stores (28:00) The one thing every RMN exec needs in their survival kit