When Cara Pratt launched Kroger Precision Marketing in 2017, retail media was in its relative infancy. Now, as all sorts of retailers pile into the space and brands find new value in shopper data amid the disappearance of digital identifiers, she couldn’t be in a much better place as senior VP overseeing the business.

KPM, with nearly 2,000 participating brands, was rated as providing the top return on investment measurement among retail media providers last year by Kantar. Pratt leads a team of data scientists using 45 machine-learning models tapping purchase data from 60 million households. And they’ve delivered an average 25%-30% household penetration lift and 35%-40% sales lift on campaigns, according to Kroger’s analyses.

All the added competition “just reinforces and motivates me personally,” said Pratt, a veteran of Nielsen and Kroger’s Dunnhumby (now 84.51) data and analytics business. “I’ve had an opportunity to influence our work not just at Kroger but also with advertisers and investment choices with brands as retail and media are starting to converge.”

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