Collin Colburn

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

Collecting data isn’t the hard part, but turning it into decisions, alignment, and organizational momentum is. This panel digs into how brands are using commerce media insights not just to optimize campaigns, but to influence product development, brand messaging, promotional strategy, and long-term planning. Hear from leaders who’ve evolved beyond dashboards and reporting to build insight-driven cultures where data becomes a shared language across marketing, finance, sales, and shopper teams. These are strategic frameworks that drive smarter forecasting, scalable experimentation, and better business outcomes across the enterprise.

Objectives:

• Bridging measurement frameworks with brand, sales, and finance priorities to build consensus and accelerate decision-making
• Informing future launches, promo cycles, and cross-channel investment decision by turning commerce media reporting into predictive insights
• Building the right internal teams to turn measurement into actionable foresight