If You Can't Measure It, Don't Spend It with Rishika Choumal from Henkel Part 2
In this episode of the ecommert® Podcast (Part 2), we continue the conversation with Rishika Choumal to explore how innovation, data, and AI are reshaping the future of retail media.
As the industry moves beyond experimentation, Rishika shares how leading companies like Henkel are testing new approaches across first-party data, audience strategy, and AI-driven optimization — all while navigating talent gaps, evolving tools, and increasing complexity. From predictive bidding to data clean rooms and upskilling teams, this episode dives into what it really takes to stay competitive in a fast-changing commerce landscape.
In this episode, you’ll learn:
🔹 Retail Media Innovation: How brands are leveraging retailer first-party data to build smarter audiences.
🔹 AI in Action: Using AI for bidding, budget allocation, and performance optimization — beyond just content.
🔹 Smarter Spending: Why efficiency matters more than increasing media budgets.
🔹 Data & Talent Gap: The reality of data clean rooms, SQL skills, and building the right teams.
🔹 Upskilling at Scale: How global organizations are training teams across regions and functions.
🔹 Future of AI in Commerce: What brands really want from AI (and what’s still missing).
🔹 Career Advice: Why data skills are becoming essential for the next generation in digital commerce.
🔹 Collaboration as Advantage: Why “collaborative is the new competitive."
About the Guest:
Rishika Choumal is the Global Retail Media Lead at Henkel, where she drives global strategy across retail media, performance marketing, and digital commerce. With a strong background in consumer psychology and full-funnel media planning, she brings a unique perspective on how brands can connect data, media, and real business impact.
🌐 More insights: https://www.ecommert.ai
Mert Damlapinar | ecommert
About ecommert:
We partner with CPG businesses and leading technology companies of all sizes to accelerate growth through AI-driven digital commerce solutions. Our expertise spans e-channel strategy, retail media optimization, and digital shelf analytics, ensuring smarter and more efficient operations across B2C, eB2B, and DTC channels.
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