As organizations focus on effectively guiding audiences from awareness to purchase, they’re tying performance marketing with brand-building efforts. However, executing these full-funnel marketing initiatives requires establishing clear measurement metrics and promoting collaboration between teams. Throughout this session, retail and CPG leaders will discuss how they’re:

• Designing integrated strategies that move consumers seamlessly from awareness through consideration to purchase
• Connecting and aligning brand and performance marketing teams around shared goals, measurement, and execution
• Using retail media as a full-funnel tool to drive brand-building and performance marketing outcomes