Andrew Groom

True commerce media mastery requires orchestrating touchpoints across the entire customer journey. From initial awareness through post-purchase loyalty. This panel will bring together strategists who've built shopper journey frameworks that deliver consistent experiences and measurability at every stage. Maximizing the cumulative impact rather than optimizing individual moments in isolation.

• Identifying all critical touchpoints and optimizing opportunities for awareness considerations and conversion
• Measuring the impact of customer interactions by creating seamless and consistent experiences
• Understanding the nature of the shopper behavior by accurately attributing customer journey stage

Social media platforms are rapidly becoming full-scale commerce hubs, enabling seamless product discovery and purchase through features like shoppable posts, live shopping, and in-app checkout. This session explores how brands are using these tools, along with data-driven targeting and commerce media integration, to optimize campaign performance and increase ROI.

Objectives:

• Leverage social platforms' native commerce tools and retail media networks to drive conversion from discovery to purchase.
• Use first-party data and audience signals to build highly targeted, personalized campaigns that improve efficiency and ROI.
• Incorporate creator partnerships and UGC to enhance credibility, spark engagement, and support measurable sales impact