Customers don’t shop in funnels anymore: they research online, engage across channels, visit physical locations, and often convert in ways traditional reporting can’t fully capture. 

This session explores how marketing leaders can use offline data to better understand the real customer journey; uncover the marketing efforts actually driving store visits and sales; and make smarter decisions based on business outcomes instead of just clicks and last-touch reporting.

After the session, you’ll be able to: 

• Understand why traditional attribution models fail modern customer behavior.
• Use offline data to reveal the marketing influence behind store visits and purchases.
• Apply actionable ways to optimize toward real business outcomes instead of vanity metrics.