Which Edinburgh and Glasgow firms handle retail media measurement?

What to take away

Edinburgh firms and what they measure

Blend360 is a data science and analytics consultancy in Edinburgh. Its published methods are marketing mix modelling and incrementality testing, so it splits sales into base, media and external factors.

Storm ID is an Edinburgh data and digital consultancy. It publishes work in data engineering and analytics delivery, and builds the pipelines joining retailer sales data to campaign exposure.

Mallard is an Edinburgh data and marketing consultancy. Segmentation and propensity modelling are its published strengths.

For platform-reported numbers versus measured ones, the retail media metrics walkthrough defines each metric from ad request to incremental sale.

Glasgow firms and what they measure

Glasgow agencies sit closer to grocery and shopper media, so briefs there often start with the media plan.

Material works across Glasgow and London on retail and grocery media planning. Shopper insight is a published strength, applied to campaign measurement linking in-store behaviour to the plan.

Frame covers media planning, creative and campaign analytics, so one team can plan the buy and report on it.

Story is a brand and content agency with campaign measurement in its published mix, but it is not a measurement specialist.

The named firms side by side

That table records published capability, not campaign results. Ask each firm for a named project, its holdout design and the data sources joined.

Attribution methods and what each one credits

Last-click credits the final click and reconciles with platform reports, but over-credits that touch.

View-through credits a sale to an ad seen but not clicked. It needs a defined window and a control group.

Marketing mix modelling estimates each channel's contribution from historical sales and media data. It suits quarterly planning and struggles with small campaigns.

Incrementality testing compares exposed and unexposed shoppers, often using a holdout. It costs the most and comes closest to a causal answer.

The attribution methods comparison sets click-based and view-based routes side by side without crowning a winner.

Agree the metric definitions before the campaign starts. Metrics fixed afterwards tend to flatter the supplier.

Example: rebuilding a four-week campaign measurement

The figures below are illustrative, not a real case.

Fees, scope and what a first project costs

No firm in this list publishes a Scottish rate card. Retail media measurement is quoted as a scoping exercise, a project fee, a monthly retainer or a day rate.

A scoping piece covers the question, the data sources, the attribution method and the validation route, and it is the cheapest way to test a supplier.

Fee levels move with data access and holdout size. The UK retail media agency fee guide explains how UK agencies structure those charges.

Scottish figures and the rules that apply

Scotland's Census 2022 recorded 5.44 million people, including about 620,000 in Glasgow City and about 515,000 in the City of Edinburgh.

The Statistics and research - gov.scot collection carries further Scottish Government figures on population and business for sizing catchments.

Measurement standards sit at UK level. The Our story | IAB UK page explains the IAB UK's role in those standards.

Joining campaign data to sales data brings the Data protection principles - guidance and resources | ICO into play.

Common questions

Who handles retail media measurement in Edinburgh and Glasgow?

Edinburgh: Blend360, Storm ID and Mallard. Glasgow: Material, Frame and Story.

Which attribution method should a Scottish advertiser choose?

There is no single best one. Incrementality testing gives the strongest causal read at the highest cost.

Is there a Scotland-only retail media benchmark?

Ask any supplier for one. Where none exists, UK figures and IAB UK standards are the normal reference.