The importance of reliable activation campaign reporting for both retailers and brands
Brands have a solid goal to grow category market share which practically results in more sales.
To do that they often collaborate with retailers as part of their agreement to create marketing activations that would reach their target audience. And they do quite a few of those.
Retailers on the other hand have to deal with multiple brands that want to run multiple activations to help their brands grow and their products to gain awareness.
It's difficult managing multiple campaigns at the same time let alone the fact that reporting needs to reach brands in a timely manner so that they can use the results to plan and optimise their marketing strategy.