Flywheel Digital Unveils Return on Consumer Dashboard, Redefining How Brands Measure Long-Term Retail Media Impact on Amazon

Rhea-AI Summary

Flywheel Digital (NYSE: OMC) launched the Return on Consumer (ROC) Dashboard on November 6, 2025, a new analytics product built on Amazon Marketing Cloud to measure long-term customer value on Amazon.

The ROC Dashboard maps the shopper funnel across Opportunity, Awareness, Interest, Purchase, and Loyalty, links behavior to projected 12-month sales from existing shoppers, provides competitive monthly benchmarks, identifies Active/At-Risk/Churned consumers, and surfaces stage-specific recommendations with in-dashboard activation coming soon.

Flywheel will debut the product at Amazon Ads unBoxed on November 11, 2025, including a product keynote and sessions with clients Fender and Liquid I.V.

Insights

Commerce media analyst

Flywheel launched a full‑funnel Amazon analytics product to shift measurement from ROAS to customer lifetime value.

Flywheel's Return on Consumer (ROC) Dashboard ties Amazon Marketing Cloud signals and Brand Metrics to a five‑stage funnel (Opportunity, Awareness, Interest, Purchase, Loyalty) and forecasts 12‑month sales from existing shoppers. The product combines historical performance, category benchmarks and predictive models to classify audiences (Active, At‑Risk, Churned), produce standardized health scores versus competitors, and surface stage‑specific recommendations with direct activation planned.

The core business mechanism is clearer measurement: linking discrete Amazon behaviors to an estimated 12‑month sales value reframes short‑term campaign optimization toward consumer value. The dashboard depends on sustained access to Amazon Marketing Cloud data and accurate benchmarking; results hinge on model assumptions and the quality of linked purchase signals.

Watch near term for adoption signals at November 11, 2025 when Flywheel presents at Amazon Ads unBoxed, client case studies from Fender and Liquid I.V., and any published methodology or validation metrics. Expect the most tangible evidence of impact when Flywheel publishes verifiable uplift or conversion-to-loyalty metrics and when in‑dashboard activation launches.

BALTIMORE, Nov. 6, 2025 /PRNewswire/ -- Flywheel Digital, a leader in commerce media and technology solutions and part of Omnicom (NYSE: OMC), today announced the launch of its Return on Consumer (ROC) Dashboard, a new analytics product, that 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 behavior to projected 12-month sales from existing shoppers, it shifts measurement from short-term efficiency to long-term consumer value and sustainable growth.

"Maximizing 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."

Solving the Retail Media Measurement Gap

According to Forrester's Global Retail Media Forecast, 2025 to 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 optimization, stronger loyalty, and sustained growth. With clear, stage-specific recommendations for each funnel stage and the ability to track business impact of a brands' optimizations over time, this dashboard provides ease in proving out the value of your marketing actions as well as reducing time to impact.

How It Works: Turning Data into Predictive Power

Using historical performance data, category benchmarks and predictive modeling, the ROC Dashboard:

• Quantifies audience progression across the five funnel stages.
• Identifies Active, At-Risk, and Churned consumers.
• Calculates standardized 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.

Flywheel at Amazon Ads unBoxed

The Return on Consumer Dashboard will debut ahead of Amazon Ads unBoxed, where Flywheel will present alongside leading clients including Fender and Liquid I.V.

• Product Keynote — "Fender & Flywheel: Redefining Growth through Consumer Insights"
  Tuesday, November 11th, 9:00 AM CST
  Featuring: Christine Gambino (COO, Flywheel) and Keith Legro (VP, Head of Marketing (Americas), Fender)
• Lightning Talk — "Evolving Beyond ROAS: The Return on Consumer Revolution"
  Tuesday, November 11th, 1:00–1:15 PM CST
  Speaker: Gabe Fishbein (VP, Product, Flywheel)
• Partner Keynote — "Building Long-Term Growth: Flywheel, Liquid I.V., and Tinuiti Fireside Chat"
  Tuesday, November 11th, 3:30 PM CST
  Speakers: Mike Feldman (SVP, Commerce, Flywheel), Aaron Jones (CDO, Liquid I.V.), Diana DiGuido (CCO, Tinuiti), moderated by Tanner Elton (VP, US Ad Sales, Amazon Ads)

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 centers 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.

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About Flywheel Digital

Flywheel's best-in-class service combines tailored expertise with unparalleled software solutions to achieve a singular goal: drive incremental sales, share, and profitability for our clients.

As the leader on every major marketplace platform, we pride ourselves on our size and influence, but what sets us apart is our unwavering commitment to providing a customized level of service. Client success is what drives us.

With operations across the Americas, Europe, APAC, and China we're often thought of as a retail media company because of the scale of our buying power - but the truth is we drive value across the entire commerce experience. We'll do whatever it takes to make sure our clients thrive in the ever-changing commerce landscape.

Flywheel is the designated digital commerce practice area of Omnicom (NYSE: OMC).

Learn more at flywheeldigital.com.

 

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SOURCE Flywheel Digital

FAQ

What is Flywheel Digital's Return on Consumer Dashboard announced on November 6, 2025 for OMC?

A dashboard built on Amazon Marketing Cloud that measures shopper progression across five funnel stages and forecasts the projected 12-month sales value of existing shoppers on Amazon.

How does the ROC Dashboard for OMC measure long-term value on Amazon?

It links Amazon shopping, streaming, and browsing signals to audience progression, identifies Active/At-Risk/Churned consumers, and uses predictive models to forecast 12-month sales per shopper cohort.

Will Flywheel's ROC Dashboard provide competitive benchmarks and activation for OMC clients?

Yes — the product includes monthly competitive benchmarking and stage-specific recommendations, with direct in-dashboard activation capabilities coming soon.

When and where will Flywheel present the ROC Dashboard at Amazon Ads unBoxed for OMC?

Flywheel will present at Amazon Ads unBoxed on Tuesday, November 11, 2025, including a product keynote at 9:00 AM CST and a lightning talk at 1:00 PM CST.

What funnel stages does Flywheel's ROC Dashboard track for OMC clients?

The dashboard tracks five stages: Opportunity, Awareness, Interest, Purchase, and Loyalty, showing where consumers engage, pause, or churn.