Unpacking the Digital Shelf Beyond the Traditional Marketing Mix with Ben Galvin, Sr. Director of Omnichannel Retail Sales & eCommerce at Monster Energy Corporation, Ash McMullen, Head of eCommerce at Advantice Health, and Donna Sharp, Managing Director at MediaLink
Jan 5, 2026
Ben Galvin, Sr. Director of Omnichannel Retail Sales & eCommerce at Monster Energy, leads digital commerce strategy. Ash McMullen, Head of eCommerce at Advantis Health, focuses on measurement and rapid testing. Donna Sharp, Managing Director at MediaLink, researches retail media and measurement. They discuss retail media's growth, MMM challenges, data gaps, real-time vs quarterly cadence, and blending MMMs with faster signals and AI.
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Retail Media Is Rewriting Marketing Rules
- Retail media is rapidly consuming marketing budgets and now blends media and commerce responsibilities.
- This shift forces manufacturers to revisit MMM to measure mid- and upper-funnel impact beyond ROAS.
Start Measurement By Sharpening Goals
- Define precise goals and the KPIs each measurement method must answer before building an MMM.
- Align marketing and commerce levers to ensure the model measures the right outcomes.
Who Owns Measurement Shapes Its Value
- Ownership often defaults to marketing, which can limit MMM usefulness for commerce teams.
- Cross-functional ownership increases granularity and trust across departments.