Planning Director

Flywheel Digital unveils Return on Consumer Dashboard. The new analytics product by Flywheel leverages Amazon's unique shopping, streaming, and browsing signals to help brands measure, benchmark and forecast the long-term value of their customers on Amazon. Flywheel Digital, a company in commerce media and technology solutions and part of Omnicom, has launched the Return on Consumer (ROC) Dashboard. The new analytics product leverages Amazon's unique shopping, streaming, and browsing signals to help brands measure, benchmark and forecast the long-term value of their customers on Amazon. Built on Amazon Marketing Cloud (AMC) and using Amazon's full funnel measurement and Brand Metrics, Flywheel's Return on Consumer Dashboard provides a comprehensive view of the shopper journey from discovery to loyalty, enabling brands to quantify the impact of every interaction and make smarter, full-funnel investment decisions. By linking customer behaviour to projected 12-month sales from existing shoppers, it shifts measurement from short-term efficiency to long-term consumer value and sustainable growth. "Maximising advertising impact ultimately comes down to brands reaching the right consumers, with the right message, at the right time in their purchasing journey," said Oliver Masting, Chief Product and Technology Officer, Flywheel Digital. "Our new Return on Consumer Dashboard represents a shift in helping brands evolve beyond campaign metrics to focus squarely on consumers. They can now see exactly how many shoppers are in each stage of their funnel, engage them with relevant messaging and measure their true long-term value." According to Forrester's Global Retail Media Forecast, 2025-2030, by 2030, retail media will be among the largest paid media investment categories, with global retail media spending reaching twice the level of global television ad spending. As retail media emerges as one of the fastest-growing advertising channels, traditional metrics such as Return on Ad Spend (ROAS) no longer capture the full scope of brand performance. This shift presents a major opportunity for brands: those who embrace more holistic, consumer-focused measurement will build stronger loyalty, unlock greater growth and set themselves apart from competitors who remain focused on short-term wins. Flywheel's Return on Consumer Dashboard closes this gap with a clear, full-funnel view of the shopper journey across Opportunity, Awareness, Interest, Purchase, and Loyalty. It pinpoints where consumers engage, pause, or churn and provides actionable recommendations to re-engage them. By layering in monthly competitive benchmarking and enabling direct in-dashboard activation, the ROC Dashboard turns insight into action, helping brands drive smarter optimisation, stronger loyalty, and sustained growth. With clear, stage-specific recommendations for each funnel stage and the ability to track business impact of a brands' optimisations over time, this dashboard provides ease in proving out the value of your marketing actions as well as reducing time to impact. Using historical performance data, category benchmarks and predictive modelling, the ROC Dashboard: * Quantifies audience progression across the five funnel stages. * Identifies Active, At-Risk, and Churned consumers. * Calculates standardised health scores that benchmark performance against competitors. * Forecasts Return on Consumer, the projected 12-month sales value of shoppers already in a brand's funnel. * Surfaces stage-specific recommendations to convert drop-offs into loyal customers with direct activation capabilities coming soon. The Return on Consumer Dashboard will debut ahead of Amazon Ads unBoxed, where Flywheel will present alongside clients, including Fender and Liquid I.V. Flywheel believes that Return on Consumer (ROC) represents an important evolution in retail media measurement, complementing existing metrics by shifting focus from spend efficiency to building lasting consumer value. As retail media's next phase centres on accountability, the Return on Consumer Dashboard turns insights into a strategic growth lever, enabling brands to link their marketing dollars to a measurable and enduring consumer relationship.

Flywheel Digital LLC unveiled its annual white paper, "The Big Shift," at our Cocktails & Commerce event, setting the tone for the week with a lively discussion between Claudia Johnson (Technical Advisor to the CEO, Flywheel) and Lily Tong (Director of Measurements, Amazon Ads).