Data remained a common thread across multiple sessions on the second day of the Path to Purchase Institute LIVE Conference & Expo in Schaumburg, IL, as on-stage conversations covered topics including retail media, contextual commerce, and agentic AI. From audience segmentation and targeting to personalization, real-time optimization, and measurement, speakers discussed various ways of utilizing data as a foundational driver of marketing activation. "Our approach to leveraging retailer data is to identify specific shopping occasions," said Kelly Spehar, Global Retail Media Strategy Director at Mars Snacking. "We're using the first-party data from Uber Eats or Instacart, [for example], to speak to those that are potentially planning for family movie night, and we want them to add on our products to build the basket. That's the personalization coming through the retailer data but still delivering that moment of happiness [we aim to inspire]." "We've mastered the basics regarding the right combination of onsite search and display, and we're reaching into offsite display using first-party data,” Spehar said. "In the social or conversational commerce space, we've done a lot with TikTok from a brand media perspective and are now embarking upon the commerce side, looking at TikTok Shop ... immediately delivering a commerce or conversion moment." #P2PILIVE #retailmedia #data #retail
Data drives marketing activation at P2PILIVE Conference
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