This post was created in partnership with Shopify
Key takeaways
- First-party data is the best way to map out the modern shopper’s winding path to purchase.
- Thanks to AI, a future of fewer dials and levers doesn’t mean marketers will have less control.
- Despite the fear of being left behind, marketers must resist the urge to adopt new technology for its own sake.
As ecommerce and physical retail converge, the path a customer takes from discovery to purchase has become a complex web of interactions. To help make sense of it all and break through, brands must move beyond siloed channels and build a single, unified view of their customer.
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