In ever shifting market and rise of retail media, brands are rethinking media strategies to adapt to the fragmentation of consumer attention. This session explores how to allocate investments between national campaigns, digital activations, and retail media networks. Learn from recent performance results and cross-brand collaborations to maximize reach and efficiency. 

Objective:

• Using scenario planning and budget optimization to simulate allocation strategies to identify optimal balance to maximize ROAS.
• Learning to test, learn and scale investments by periodizing closed loop attribution and offsite capabilities.
• Fostering collaboration between teams to create an integrated plan that leverages national reach for awareness.

Consumers expect every interaction to feel effortless and interconnect across all touchpoints. In this session, uncover proven farmwork's for mapping customer journeys, unifying data and testing seamless experiences across every touchpoint. Delivering consistent and frictionless experiences that keep customers coming back.

• Identifying critical touchpoints by mapping out the customer journey across platforms from awareness to purchase.
• Ensuring brand identity remains cohesive by aligning creative assets, promotional calendars, and product information.
• Refining shopper experiences through cross-channel data and A/B testing to optimize omnichannel experiences