Tech is fundamentally changing shopping behavior. The path to purchase is increasingly fragmented. As consumers and brands head online, traditional metrics no longer adequately measure success, and figuring out a marketing program’s ROI can be daunting.

Nielsen's Aslam Ghori will explore the biggest measurement myths and realities in the marketing and retail environment today and showcase how shopper marketers can better craft ROI strategies for an increasingly digital world.

What value can brands’ direct-to-consumer e-com sites provide? What role do shopper marketers play in this digitally-diverse environment?

In short – it’s all about the data. TracyLocke’s Jesse Gilbert will share how companies can better use and identify the data they’re already collecting to arm their shopper marketing with a richer consumer profile and use these insights to re-shape the physical retail space and deliver personalized in-store experiences.