Data and technology are crucial to personalising the customer journey, but challenges remain. Marketers have to grapple with connecting shopper data across multiple digital devices, serve consumers with relevant ads as well as anticipate future shopping behaviour.
Programmatic leader WPP’s Xaxis hosted an event with digital retail media expert Triad Retail Media to discuss some of these issues at the Wynn hotel in Las Vegas earlier this month. Running alongside the Consumer Electronics Show (CES), the day consisted of panel sessions and presentations with high-profile speakers from Mastercard, GroupM and Walmart amongst others. Below are five takeaways from the event on how marketers can improve the consumer journey.
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