Retailers today face a common challenge: understanding which marketing and retail partner investments truly drive results. Challenges persist due to fragmented tracking and complex customer journeys.

Join this panel as senior marketers share how they are overcoming gaps in path-to-purchase data, multi-touch attribution, and marketing mix modeling. Panelists will explore:

• Measuring and forecasting impact when the customer journey isn’t linear or fully visible.
• Attributing conversions accurately across multiple retailers and channels.
• Optimizing budget allocation when traditional measurement tools fall short.

Attendees will leave with practical approaches to make better investment decisions and gain clarity on the end-to-end customer journey to drive measurable growth.

Join this session to learn how enterprise retailers can use governance frameworks to turn shopper intent into more reliable transaction outcomes.

See where AI adds value across discovery and decisioning, and where human intervention is essential to maintain trust and improve conversion.

Leave with a practical approach to balancing automation and oversight to scale conversational commerce with greater consistency and control.