Consumers don't follow funnels, and perhaps they never did. In this episode, Nick Handley (Connective3), Victoria Peopall (Epsilon) and Hannah McNally (Jaywing) unpack how commerce media is challenging long-held marketing assumptions. They discuss the rise of social commerce, the limits of attribution, why incrementality matters more than ever and what AI could mean for the future of shopping.
If you're trying to understand how measurement, media planning and consumer behaviour are changing in the commerce era, this conversation is essential listening.
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