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.

During an ADWEEK House Advertising HQ Group Chat, co-hosted with Shopify, ecommerce leaders explored how to drive growth and efficiency in a landscape t

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