Latest / Omni Talk Retail / How Five Below & Ovative Group Power Omnichannel Commerce | Shoptalk 2025 Insights

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How Five Below & Ovative Group Power Omnichannel Commerce | Shoptalk 2025 Insights · Omni Talk Retail

• 0:00
  Hello,
• 0:00
  everybody.
• 0:01
  Welcome
• 0:01
  back.
• 0:02
  This
• 0:02
  is
• 0:02
  Omnitalk
• 0:03
  Retail.
• 0:03
  I'm
• 0:03
  Anne
• 0:03
  Mazenga.
• 0:04
  And
• 0:04
  I'm
• 0:04
  Chris
• 0:04
  Walton.
• 0:05
  And
• 0:06
  we
• 0:06
  are
• 0:06
  back
• 0:06
  from
• 0:07
  the
• 0:07
  Meta
• 0:08
  Shop
• 0:08
  Talk
• 0:09
  headquarters.
• 0:10
  We're
• 0:10
  in
• 0:10
  Surf
• 0:11
  B.
• 0:11
  We
• 0:11
  gotta
• 0:12
  give
• 0:12
  a
• 0:12
  big
• 0:12
  shout
• 0:13
  out
• 0:13
  and
• 0:13
  thank
• 0:14
  you
• 0:14
  to
• 0:14
  Meta,
• 0:14
  where
• 0:14
  you
• 0:15
  can
• 0:15
  unlock
• 0:15
  seamless
• 0:16
  customer
• 0:16
  centric
• 0:17
  experiences
• 0:17
  with
• 0:18
  omnichannel
• 0:18
  ads.
• 0:19
  Thanks
• 0:19
  to
• 0:20
  Meta
• 0:20
  for
• 0:20
  making
• 0:20
  all
• 0:20
  of
• 0:21
  our
• 0:21
  coverage
• 0:21
  possible.
• 0:22
  Now,
• 0:22
  Chris,
• 0:22
  it's
• 0:22
  time
• 0:23
  to
• 0:23
  introduce
• 0:24
  the
• 0:24
  two
• 0:24
  gentlemen
• 0:25
  in
• 0:25
  between
• 0:25
  us
• 0:25
  today
• 0:26
  we
• 0:26
  have
• 0:26
  next
• 0:27
  me,
• 0:27
  the
• 0:27
  VP
• 0:28
  of
• 0:28
  Digital
• 0:28
  marketing,
• 0:29
  Abhinav
• 0:30
  Agrawal
• 0:30
  of
• 0:31
  Five
• 0:31
  Below,
• 0:31
  and
• 0:31
  Jesse
• 0:32
  Gritner,
• 0:32
  the
• 0:33
  SVP
• 0:33
  of
• 0:33
  Growth
• 0:33
  from
• 0:34
  the
• 0:34
  Ovative
• 0:35
  Group.
• 0:35
  Welcome,
• 0:35
  guys.
• 0:36
  Thank
• 0:36
  you.
• 0:36
  Thank
• 0:36
  you.
• 0:37
  Thanks
• 0:37
  for
• 0:37
  having
• 0:37
  us.
• 0:38
  How's
• 0:38
  it
• 0:38
  going
• 0:38
  so
• 0:39
  far?
• 0:39
  It's
• 0:39
  been
• 0:40
  good.
• 0:40
  Busy.
• 0:40
  Yeah.
• 0:41
  Lots
• 0:41
  of
• 0:41
  fun
• 0:41
  content
• 0:41
  and
• 0:42
  fun
• 0:42
  people.
• 0:42
  Yeah.
• 0:43
  Good.
• 0:43
  You're
• 0:43
  having
• 0:44
  a
• 0:44
  good
• 0:44
  shop
• 0:44
  talk?
• 0:44
  Yeah.
• 0:45
  Great
• 0:45
  show.
• 0:45
  All
• 0:45
  right.
• 0:45
  Busy
• 0:46
  show.
• 0:46
  Frenetic
• 0:46
  pace,
• 0:47
  high
• 0:47
  energy,
• 0:47
  right?
• 0:48
  Yeah.
• 0:48
  Well,
• 0:49
  let's
• 0:49
  start
• 0:49
  off
• 0:49
  by
• 0:50
  having
• 0:50
  each
• 0:50
  of
• 0:50
  you
• 0:50
  introduce
• 0:50
  yourselves.
• 0:51
  Tell
• 0:51
  us
• 0:51
  about
• 0:51
  your
• 0:52
  background
• 0:52
  and
• 0:52
  your
• 0:52
  roles.
• 0:52
  Jesse,
• 0:53
  why
• 0:53
  don't
• 0:53
  we
• 0:53
  start
• 0:53
  with
• 0:53
  you
• 0:53
  since
• 0:54
  you're
• 0:54
  right
• 0:54
  next
• 0:54
  to
• 0:54
  me
• 0:55
  here.
• 0:55
  I
• 0:55
  go
• 0:56
  directly
• 0:56
  next
• 0:57
  to
• 0:57
  you.
• 0:57
  So
• 0:57
  close.
• 0:58
  I've
• 0:58
  been
• 0:58
  at
• 0:58
  Oveda
• 0:59
  for
• 0:59
  about
• 0:59
  nine
• 0:59
  years.
• 0:59
  I
• 1:00
  lead
• 1:00
  our
• 1:00
  business
• 1:00
  development,
• 1:01
  marketing
• 1:01
  and
• 1:01
  client
• 1:02
  services
• 1:02
  teams.
• 1:03
  Prior
• 1:03
  to
• 1:03
  that,
• 1:03
  a
• 1:04
  mix
• 1:04
  of
• 1:04
  retail,
• 1:04
  consulting
• 1:05
  and
• 1:05
  marketing.
• 1:05
  Started
• 1:06
  at
• 1:06
  McKinsey,
• 1:06
  spent
• 1:06
  some
• 1:07
  time
• 1:07
  at
• 1:07
  Target,
• 1:07
  and
• 1:08
  then
• 1:08
  a
• 1:08
  couple
• 1:08
  of
• 1:08
  years
• 1:08
  at
• 1:09
  Amia
• 1:09
  for
• 1:09
  loyalty
• 1:09
  marketing.
• 1:10
  Amazing.
• 1:11
  All
• 1:11
  right,
• 1:11
  Abhinav.
• 1:12
  Cool.
• 1:12
  Yeah.
• 1:13
  I
• 1:13
  think
• 1:13
  for
• 1:13
  me,
• 1:13
  this
• 1:13
  is
• 1:14
  my
• 1:14
  third
• 1:14
  career.
• 1:15
  So
• 1:15
  I
• 1:15
  first
• 1:15
  started
• 1:16
  as
• 1:16
  an
• 1:16
  engineer
• 1:16
  at
• 1:16
  some
• 1:17
  point.
• 1:17
  Okay.
• 1:17
  I
• 1:17
  used
• 1:18
  to
• 1:18
  design
• 1:18
  semiconductor
• 1:19
  chips
• 1:20
  and
• 1:20
  then
• 1:20
  I
• 1:20
  was
• 1:20
  a
• 1:21
  data
• 1:21
  analytics
• 1:22
  guy
• 1:22
  and
• 1:22
  then
• 1:22
  I
• 1:22
  got
• 1:22
  into
• 1:22
  marketing
• 1:23
  because
• 1:23
  it's
• 1:23
  so
• 1:23
  good
• 1:25
  now.
• 1:25
  Yeah.
• 1:25
  For
• 1:26
  15
• 1:26
  years,
• 1:26
  I've
• 1:26
  been
• 1:26
  doing
• 1:26
  marketing
• 1:27
  and
• 1:27
  E
• 1:27
  commerce
• 1:27
  and
• 1:28
  retail.
• 1:28
  And
• 1:28
  today
• 1:28
  I
• 1:29
  lead
• 1:29
  Digital
• 1:29
  Marketing
• 1:29
  at
• 1:30
  5
• 1:30
  Below,
• 1:31
  which
• 1:31
  is
• 1:31
  my
• 1:31
  mandate
• 1:32
  is
• 1:32
  how
• 1:32
  do
• 1:32
  you
• 1:32
  use
• 1:33
  media
• 1:33
  and
• 1:33
  content
• 1:34
  to
• 1:34
  drive
• 1:34
  customer
• 1:35
  behavior
• 1:35
  and
• 1:35
  sales
• 1:36
  for
• 1:36
  the
• 1:36
  enterprise?
• 1:37
  Yeah,
• 1:37
  I've
• 1:37
  been
• 1:38
  here
• 1:38
  three
• 1:38
  years
• 1:38
  and
• 1:38
  it's
• 1:39
  a
• 1:39
  lot
• 1:39
  of
• 1:39
  fun.
• 1:40
  Jesse,
• 1:41
  I
• 1:41
  want
• 1:41
  to
• 1:41
  go
• 1:41
  back
• 1:41
  to
• 1:41
  you,
• 1:41
  too.
• 1:42
  What
• 1:42
  is
• 1:42
  growth
• 1:43
  like?
• 1:43
  How
• 1:43
  do
• 1:43
  you
• 1:44
  define
• 1:44
  growth?
• 1:45
  Growth
• 1:45
  is
• 1:45
  the
• 1:45
  opposite
• 1:46
  of
• 1:46
  stagnancy,
• 1:47
  as
• 1:47
  you
• 1:47
  and
• 1:47
  I
• 1:47
  were
• 1:47
  just
• 1:48
  talking
• 1:48
  about.
• 1:49
  We
• 1:49
  put
• 1:49
  those
• 1:50
  teams
• 1:50
  together.
• 1:51
  We
• 1:51
  think
• 1:51
  that
• 1:51
  they're
• 1:51
  the
• 1:52
  teams
• 1:52
  that
• 1:52
  connect
• 1:52
  the
• 1:52
  most
• 1:53
  to
• 1:53
  the
• 1:53
  market.
• 1:53
  And
• 1:54
  we
• 1:54
  want
• 1:54
  to
• 1:54
  find
• 1:54
  ways
• 1:55
  to
• 1:55
  make
• 1:55
  sure
• 1:55
  that
• 1:55
  we're
• 1:55
  bringing
• 1:56
  insights
• 1:56
  from
• 1:56
  the
• 1:57
  market
• 1:57
  back
• 1:57
  to
• 1:57
  the
• 1:58
  company
• 1:58
  and
• 1:58
  then
• 1:58
  taking
• 1:59
  the
• 1:59
  company
• 1:59
  out
• 1:59
  to
• 1:59
  the
• 1:59
  market
• 2:00
  in
• 2:00
  the
• 2:00
  right
• 2:00
  way.
• 2:00
  So
• 2:01
  that's
• 2:01
  how
• 2:01
  I
• 2:01
  describe
• 2:02
  the
• 2:02
  role
• 2:02
  of
• 2:02
  that
• 2:02
  team.
• 2:03
  Well,
• 2:04
  Abhinav,
• 2:04
  I
• 2:04
  want
• 2:04
  to
• 2:04
  go
• 2:05
  to
• 2:05
  you
• 2:05
  next.
• 2:06
  One
• 2:06
  of
• 2:06
  the
• 2:06
  big
• 2:07
  topics
• 2:07
  of
• 2:07
  conversation
• 2:08
  here
• 2:08
  at
• 2:08
  Shop
• 2:08
  Talk
• 2:09
  today
• 2:09
  has
• 2:09
  been
• 2:09
  unified
• 2:10
  commerce,
• 2:11
  Omnichannel,
• 2:11
  commerce,
• 2:12
  whatever
• 2:13
  term
• 2:13
  you
• 2:13
  would
• 2:13
  like
• 2:13
  to
• 2:14
  use
• 2:14
  to
• 2:14
  describe
• 2:15
  it.
• 2:15
  What
• 2:16
  does
• 2:16
  that
• 2:16
  mean
• 2:17
  for
• 2:17
  you
• 2:17
  and
• 2:17
  your
• 2:18
  team
• 2:18
  at
• 2:18
  five
• 2:19
  Below?
• 2:19
  And
• 2:19
  then
• 2:19
  maybe
• 2:20
  share
• 2:20
  a
• 2:20
  little
• 2:20
  bit
• 2:21
  for
• 2:21
  us
• 2:21
  about
• 2:22
  how
• 2:22
  you
• 2:22
  and
• 2:22
  Jesse's
• 2:23
  teams
• 2:23
  are
• 2:23
  working
• 2:24
  together
• 2:24
  to
• 2:24
  help
• 2:25
  create
• 2:26
  that.
• 2:27
  Yeah,
• 2:27
  totally.
• 2:27
  I
• 2:27
  think
• 2:28
  for
• 2:28
  us,
• 2:29
  Omni
• 2:30
  actually
• 2:31
  means
• 2:31
  that
• 2:31
  we
• 2:31
  should
• 2:31
  be
• 2:31
  able
• 2:32
  to
• 2:32
  serve
• 2:32
  the
• 2:32
  customer
• 2:32
  and
• 2:33
  be
• 2:33
  available
• 2:33
  for
• 2:33
  the
• 2:33
  customer
• 2:34
  wherever
• 2:34
  he
• 2:34
  or
• 2:34
  she
• 2:35
  is.
• 2:35
  We
• 2:36
  are
• 2:36
  a
• 2:36
  very
• 2:36
  unique
• 2:36
  business
• 2:37
  in
• 2:37
  that
• 2:37
  we
• 2:37
  have
• 2:38
  a
• 2:38
  lot
• 2:38
  of
• 2:38
  our
• 2:38
  business
• 2:38
  in
• 2:38
  the
• 2:38
  stores.
• 2:39
  Yes.
• 2:40
  But
• 2:40
  we
• 2:40
  actually
• 2:40
  serve
• 2:41
  a
• 2:41
  customer
• 2:41
  that's
• 2:41
  very
• 2:42
  digital
• 2:42
  in
• 2:42
  nature.
• 2:43
  So
• 2:43
  we've
• 2:43
  got
• 2:43
  to
• 2:43
  kind
• 2:44
  of
• 2:44
  manage
• 2:44
  the
• 2:44
  customer
• 2:44
  journey
• 2:45
  where
• 2:45
  they
• 2:46
  discover
• 2:47
  us,
• 2:47
  they
• 2:47
  get
• 2:47
  inspired
• 2:48
  by
• 2:48
  us
• 2:48
  in
• 2:48
  the
• 2:48
  digital
• 2:49
  medium,
• 2:49
  maybe
• 2:49
  even
• 2:50
  the
• 2:50
  website,
• 2:50
  but
• 2:50
  then
• 2:50
  they're
• 2:51
  shopping
• 2:51
  in
• 2:51
  the
• 2:51
  store.
• 2:52
  Right.
• 2:52
  And
• 2:53
  to
• 2:53
  actually
• 2:53
  be
• 2:53
  able
• 2:53
  to
• 2:53
  enable
• 2:54
  all
• 2:54
  of
• 2:54
  that,
• 2:54
  I
• 2:54
  think
• 2:54
  there's
• 2:55
  a
• 2:55
  lot
• 2:55
  of
• 2:55
  work
• 2:55
  we
• 2:55
  need
• 2:55
  to
• 2:56
  do
• 2:57
  first
• 2:57
  in
• 2:57
  making
• 2:57
  sure
• 2:58
  the
• 2:58
  stories
• 2:58
  we're
• 2:58
  telling
• 2:59
  in
• 2:59
  digital
• 3:00
  and
• 3:00
  in
• 3:00
  the
• 3:00
  stores
• 3:00
  are
• 3:01
  very
• 3:01
  similar.
• 3:01
  But
• 3:01
  then
• 3:03
  in
• 3:03
  terms
• 3:03
  of
• 3:03
  working
• 3:03
  with
• 3:04
  Jesse
• 3:04
  and
• 3:04
  team,
• 3:04
  we
• 3:04
  need
• 3:04
  to
• 3:04
  have
• 3:05
  really,
• 3:05
  really
• 3:05
  good
• 3:05
  measurement
• 3:06
  to
• 3:06
  make
• 3:06
  sure
• 3:06
  that
• 3:07
  the
• 3:08
  activities
• 3:08
  and
• 3:08
  efforts
• 3:08
  we're
• 3:09
  putting
• 3:09
  from
• 3:09
  a
• 3:09
  media
• 3:09
  perspective,
• 3:10
  which
• 3:10
  are
• 3:10
  truly
• 3:11
  digital,
• 3:11
  to
• 3:11
  hit
• 3:12
  that
• 3:12
  customer,
• 3:13
  are
• 3:13
  paying
• 3:13
  off
• 3:14
  in
• 3:14
  the
• 3:14
  stores.
• 3:14
  So
• 3:15
  that's
• 3:15
  kind
• 3:15
  of
• 3:15
  a
• 3:15
  big
• 3:15
  component
• 3:16
  of
• 3:16
  how
• 3:18
  we
• 3:18
  play
• 3:18
  in
• 3:18
  Omni
• 3:19
  as
• 3:19
  a
• 3:19
  marketing
• 3:20
  team
• 3:20
  at
• 3:20
  five
• 3:20
  Below.
• 3:21
  Jesse,
• 3:21
  what
• 3:21
  would
• 3:21
  you
• 3:21
  add
• 3:21
  to
• 3:22
  that?
• 3:22
  Yeah,
• 3:22
  so
• 3:23
  we're
• 3:23
  a
• 3:23
  media
• 3:23
  and
• 3:23
  measurement
• 3:24
  agency.
• 3:24
  And
• 3:25
  so
• 3:25
  for
• 3:25
  Five
• 3:25
  Below,
• 3:26
  we
• 3:26
  are
• 3:26
  their
• 3:26
  measurement
• 3:27
  partner.
• 3:27
  We
• 3:27
  provide
• 3:27
  advanced
• 3:28
  measurement
• 3:28
  there.
• 3:29
  And
• 3:29
  I
• 3:29
  think
• 3:29
  to
• 3:29
  Abhinav's
• 3:30
  point,
• 3:30
  it's
• 3:31
  the
• 3:31
  ability
• 3:31
  to
• 3:31
  understand
• 3:32
  what
• 3:32
  marketing
• 3:33
  and
• 3:33
  media
• 3:33
  investments
• 3:34
  do
• 3:34
  for
• 3:34
  your
• 3:35
  business,
• 3:35
  regardless
• 3:36
  of
• 3:36
  channel,
• 3:37
  and
• 3:37
  understanding
• 3:37
  how
• 3:38
  those
• 3:38
  things
• 3:38
  combine
• 3:39
  to
• 3:39
  really
• 3:39
  power
• 3:39
  the
• 3:40
  enterprise
• 3:40
  so
• 3:40
  you
• 3:41
  can
• 3:41
  make
• 3:41
  smarter
• 3:41
  decisions.
• 3:42
  Well,
• 3:42
  especially,
• 3:42
  I
• 3:43
  mean,
• 3:43
  Abhinav,
• 3:44
  I
• 3:44
  know
• 3:44
  from
• 3:44
  my
• 3:45
  own
• 3:45
  children's
• 3:46
  experience
• 3:46
  that
• 3:47
  they
• 3:47
  are
• 3:47
  finding
• 3:47
  you
• 3:48
  online.
• 3:48
  They
• 3:49
  are
• 3:49
  only
• 3:49
  they.
• 3:50
  They
• 3:50
  hear
• 3:50
  about
• 3:50
  the
• 3:50
  five
• 3:50
  Below
• 3:51
  products
• 3:51
  online.
• 3:52
  How
• 3:53
  are
• 3:53
  you.
• 3:53
  How
• 3:54
  are
• 3:54
  you
• 3:54
  measuring
• 3:55
  that?
• 3:55
  And
• 3:55
  how
• 3:55
  they
• 3:56
  see
• 3:56
  you
• 3:56
  on
• 3:57
  their
• 3:57
  social
• 3:57
  channels,
• 3:58
  and
• 3:58
  then
• 3:58
  they're
• 3:58
  walking
• 3:58
  into
• 3:59
  the
• 3:59
  store.
• 3:59
  How
• 4:00
  are
• 4:00
  you
• 4:00
  leveraging
• 4:00
  Jesse's
• 4:01
  team
• 4:01
  to
• 4:01
  kind
• 4:01
  of
• 4:01
  help
• 4:01
  you
• 4:02
  do
• 4:02
  that?
• 4:02
  Yeah.
• 4:03
  So
• 4:03
  I
• 4:03
  think
• 4:03
  from
• 4:03
  a
• 4:03
  measurement
• 4:04
  standpoint,
• 4:04
  we
• 4:05
  have
• 4:06
  philosophy
• 4:06
  around
• 4:06
  triangulation.
• 4:07
  So
• 4:08
  I
• 4:08
  think
• 4:08
  Jesse's
• 4:08
  team
• 4:08
  and
• 4:09
  their
• 4:09
  technology
• 4:09
  with
• 4:09
  the
• 4:09
  media
• 4:10
  mix
• 4:10
  models
• 4:10
  help
• 4:11
  us
• 4:11
  a
• 4:11
  lot
• 4:11
  in
• 4:11
  having
• 4:11
  one
• 4:12
  point
• 4:12
  of
• 4:12
  triangulation.
• 4:13
  We
• 4:14
  also
• 4:14
  have
• 4:14
  pretty
• 4:14
  deep
• 4:15
  kind
• 4:15
  of
• 4:15
  measurement
• 4:15
  capabilities
• 4:16
  with
• 4:16
  meta,
• 4:16
  where
• 4:17
  we're
• 4:17
  actually
• 4:17
  able
• 4:17
  to
• 4:17
  see
• 4:18
  the
• 4:18
  content
• 4:19
  we're
• 4:19
  putting
• 4:19
  out
• 4:19
  on
• 4:19
  social.
• 4:20
  How
• 4:20
  is
• 4:20
  that
• 4:20
  impacting
• 4:21
  people
• 4:21
  coming
• 4:21
  in
• 4:22
  the
• 4:22
  store.
• 4:22
  And
• 4:23
  then
• 4:23
  we
• 4:23
  have
• 4:23
  internal
• 4:23
  measurement
• 4:24
  techniques
• 4:24
  as
• 4:24
  well
• 4:25
  with
• 4:25
  surveys
• 4:25
  and
• 4:25
  other
• 4:26
  kind
• 4:26
  of
• 4:26
  points
• 4:27
  of
• 4:27
  contact
• 4:27
  to
• 4:27
  get
• 4:27
  confidence
• 4:28
  that,
• 4:28
  hey,
• 4:29
  like
• 4:29
  when
• 4:29
  we're
• 4:30
  putting
• 4:30
  stuff
• 4:30
  out
• 4:30
  on
• 4:30
  social,
• 4:31
  people
• 4:31
  are
• 4:31
  seeing
• 4:31
  that
• 4:32
  they're
• 4:32
  actually
• 4:33
  reacting
• 4:33
  to
• 4:33
  that
• 4:33
  and
• 4:34
  coming
• 4:34
  into
• 4:34
  the
• 4:34
  store.
• 4:34
  So
• 4:35
  really
• 4:35
  triangulation
• 4:36
  is
• 4:36
  the
• 4:36
  way
• 4:36
  we
• 4:36
  get
• 4:37
  more
• 4:37
  confidence
• 4:38
  that
• 4:38
  the
• 4:38
  stuff
• 4:39
  we're
• 4:39
  doing
• 4:39
  on
• 4:39
  social
• 4:39
  is
• 4:39
  actually
• 4:40
  working.
• 4:40
  Yeah,
• 4:41
  right.
• 4:41
  I
• 4:41
  imagine.
• 4:42
  Yeah.
• 4:42
  So
• 4:42
  Abhinav,
• 4:42
  I'm
• 4:43
  curious,
• 4:43
  you
• 4:43
  know,
• 4:43
  the
• 4:44
  digital
• 4:44
  space,
• 4:44
  I
• 4:44
  mean,
• 4:45
  there's
• 4:46
  so
• 4:46
  many
• 4:46
  partners
• 4:47
  in
• 4:47
  a
• 4:47
  lot
• 4:47
  of
• 4:47
  ways.
• 4:48
  Like
• 4:48
  you
• 4:48
  could
• 4:48
  literally
• 4:48
  partner
• 4:49
  till
• 4:49
  the
• 4:49
  cows
• 4:49
  come
• 4:49
  home,
• 4:50
  you
• 4:50
  know,
• 4:50
  is
• 4:51
  one
• 4:51
  way
• 4:51
  to
• 4:51
  put
• 4:51
  it.
• 4:51
  But
• 4:52
  how
• 4:52
  do
• 4:52
  you
• 4:52
  vet
• 4:52
  the
• 4:53
  partners
• 4:53
  that
• 4:53
  you
• 4:53
  work
• 4:54
  with?
• 4:55
  Yeah,
• 4:56
  I'd
• 4:56
  say
• 4:56
  a
• 4:56
  couple
• 4:56
  of
• 4:57
  things.
• 4:57
  One,
• 4:57
  I
• 4:57
  think
• 4:58
  is
• 4:59
  the
• 5:00
  focus
• 5:00
  on
• 5:00
  data
• 5:00
  and
• 5:00
  measurement
• 5:01
  is
• 5:01
  just
• 5:01
  there
• 5:02
  because,
• 5:02
  like
• 5:02
  we're
• 5:02
  performance
• 5:03
  marketing,
• 5:03
  we're
• 5:03
  focused
• 5:03
  on
• 5:04
  driving
• 5:04
  sales
• 5:04
  for
• 5:04
  whatever
• 5:05
  we
• 5:05
  do.
• 5:05
  So
• 5:06
  you
• 5:06
  need
• 5:06
  to
• 5:06
  be
• 5:06
  able
• 5:07
  to
• 5:07
  do
• 5:07
  that
• 5:07
  with
• 5:07
  you.
• 5:08
  Yeah.
• 5:08
  So
• 5:08
  no,
• 5:08
  like,
• 5:09
  yeah,
• 5:09
  no
• 5:10
  like
• 5:10
  fluffy
• 5:10
  stuff.
• 5:10
  It's
• 5:11
  like,
• 5:11
  what
• 5:11
  are
• 5:11
  the
• 5:11
  numbers?
• 5:12
  Show
• 5:12
  me
• 5:12
  the
• 5:12
  numbers.
• 5:13
  That's
• 5:13
  good.
• 5:13
  Incremental
• 5:14
  sales.
• 5:14
  And
• 5:15
  we
• 5:15
  see
• 5:15
  through
• 5:15
  kind
• 5:15
  of
• 5:16
  attributed
• 5:16
  sales
• 5:16
  versus
• 5:17
  incremental
• 5:17
  and
• 5:17
  really
• 5:18
  focus
• 5:18
  on
• 5:18
  incremental.
• 5:18
  So
• 5:19
  that's
• 5:19
  a
• 5:19
  big
• 5:19
  part
• 5:19
  of
• 5:19
  it.
• 5:19
  Okay.
• 5:20
  The
• 5:20
  second
• 5:20
  thing
• 5:20
  I'd
• 5:21
  say
• 5:21
  is
• 5:21
  like,
• 5:21
  retail
• 5:21
  is
• 5:21
  very,
• 5:22
  very
• 5:22
  cross
• 5:22
  functional.
• 5:23
  So
• 5:23
  beyond
• 5:24
  measurement,
• 5:24
  anyone
• 5:25
  we
• 5:25
  bring
• 5:25
  on
• 5:25
  either
• 5:26
  like
• 5:26
  on
• 5:26
  team
• 5:26
  or
• 5:26
  as
• 5:26
  a
• 5:27
  partner,
• 5:27
  we
• 5:27
  just
• 5:27
  need
• 5:28
  to
• 5:28
  have
• 5:28
  the
• 5:28
  ability
• 5:28
  to
• 5:29
  work
• 5:29
  cross
• 5:29
  functionally
• 5:30
  because
• 5:30
  you
• 5:31
  gotta
• 5:31
  have
• 5:31
  the
• 5:31
  same
• 5:31
  thing
• 5:32
  in
• 5:32
  the
• 5:32
  store,
• 5:33
  on
• 5:33
  the
• 5:33
  site,
• 5:34
  in
• 5:34
  the
• 5:34
  marketing
• 5:35
  to
• 5:35
  really
• 5:35
  have
• 5:35
  that
• 5:36
  omni
• 5:36
  experience.
• 5:37
  So
• 5:37
  those
• 5:37
  two
• 5:37
  things
• 5:37
  I
• 5:38
  think
• 5:38
  are
• 5:38
  key
• 5:38
  for
• 5:38
  us
• 5:38
  from
• 5:39
  a
• 5:39
  culture
• 5:39
  perspective,
• 5:39
  which
• 5:40
  is
• 5:40
  you
• 5:40
  got
• 5:40
  to
• 5:40
  be
• 5:40
  data
• 5:40
  oriented,
• 5:41
  be
• 5:42
  able
• 5:42
  to
• 5:42
  talk
• 5:42
  data
• 5:43
  and
• 5:43
  then
• 5:43
  really
• 5:43
  work
• 5:44
  cross
• 5:44
  functionally.
• 5:44
  Where
• 5:45
  things
• 5:45
  also
• 5:45
  are
• 5:45
  moving
• 5:45
  pretty
• 5:46
  fast
• 5:47
  in
• 5:47
  today's
• 5:47
  age
• 5:47
  with
• 5:48
  social.
• 5:48
  Right.
• 5:48
  Like,
• 5:48
  everything's
• 5:49
  changing
• 5:49
  pretty
• 5:49
  quickly.
• 5:49
  Got
• 5:49
  it,
• 5:50
  got
• 5:50
  it.
• 5:50
  That's
• 5:50
  interesting.
• 5:50
  The
• 5:51
  measurement
• 5:51
  being
• 5:51
  the
• 5:51
  first
• 5:51
  and
• 5:52
  foremost
• 5:52
  thing
• 5:52
  that
• 5:52
  you
• 5:52
  said.
• 5:52
  That's
• 5:53
  really
• 5:53
  interesting.
• 5:53
  Jesse,
• 5:54
  what
• 5:54
  about
• 5:54
  from
• 5:54
  you,
• 5:54
  from
• 5:54
  the
• 5:55
  perspective
• 5:55
  of
• 5:55
  the
• 5:55
  partner,
• 5:56
  what
• 5:56
  do
• 5:57
  you
• 5:57
  think
• 5:57
  a
• 5:57
  good
• 5:57
  partner
• 5:57
  needs
• 5:58
  to
• 5:58
  do
• 5:58
  to
• 5:58
  help
• 5:58
  make
• 5:59
  the
• 5:59
  retailers
• 5:59
  like
• 5:59
  abhinav
• 6:00
  successful?
• 6:01
  I
• 6:01
  think
• 6:01
  it
• 6:01
  starts
• 6:02
  with
• 6:03
  who
• 6:03
  you
• 6:03
  choose
• 6:03
  to
• 6:03
  partner
• 6:04
  with.
• 6:04
  Right.
• 6:04
  And
• 6:05
  you
• 6:05
  know,
• 6:05
  hearing
• 6:05
  abhinav
• 6:06
  talk
• 6:06
  about
• 6:06
  data
• 6:07
  driven
• 6:07
  incrementality,
• 6:08
  triangulation,
• 6:09
  that's
• 6:10
  music
• 6:10
  to
• 6:11
  my
• 6:11
  ears.
• 6:11
  That's
• 6:11
  very
• 6:12
  much
• 6:12
  how
• 6:12
  we
• 6:13
  operate.
• 6:13
  And
• 6:13
  so
• 6:13
  I
• 6:13
  think
• 6:14
  that
• 6:14
  making
• 6:14
  sure
• 6:14
  that
• 6:14
  there's
• 6:15
  a
• 6:15
  fit
• 6:15
  on
• 6:15
  the
• 6:16
  way
• 6:16
  in
• 6:16
  to
• 6:16
  the
• 6:16
  relationship
• 6:17
  and
• 6:17
  that
• 6:17
  what
• 6:18
  we
• 6:18
  provide
• 6:18
  is
• 6:18
  what
• 6:19
  the
• 6:19
  client
• 6:19
  is
• 6:19
  looking
• 6:19
  for
• 6:19
  is
• 6:20
  super
• 6:20
  important.
• 6:21
  Beyond
• 6:21
  that,
• 6:21
  I
• 6:21
  think
• 6:21
  it's
• 6:22
  two
• 6:22
  Things
• 6:22
  probably
• 6:23
  one
• 6:23
  is
• 6:23
  shared
• 6:24
  objectives,
• 6:24
  real
• 6:25
  clarity
• 6:25
  on
• 6:25
  like
• 6:26
  what
• 6:26
  is
• 6:26
  the
• 6:26
  business
• 6:27
  trying
• 6:27
  to
• 6:27
  drive
• 6:28
  both
• 6:28
  in
• 6:29
  the
• 6:29
  near
• 6:29
  term
• 6:29
  and
• 6:29
  the
• 6:29
  short
• 6:30
  term.
• 6:30
  I
• 6:30
  think
• 6:30
  in
• 6:31
  the
• 6:31
  absence
• 6:31
  of
• 6:31
  that,
• 6:31
  it
• 6:31
  gets
• 6:31
  really
• 6:32
  easy
• 6:32
  to
• 6:32
  get
• 6:33
  pulled
• 6:33
  apart
• 6:34
  pretty
• 6:34
  quickly.
• 6:35
  And
• 6:35
  then
• 6:36
  the
• 6:36
  other
• 6:36
  piece
• 6:36
  is
• 6:36
  test
• 6:36
  and
• 6:37
  learn.
• 6:37
  Right.
• 6:37
  And
• 6:37
  there's
• 6:38
  so
• 6:38
  much
• 6:38
  changing,
• 6:39
  as
• 6:39
  Abhinav
• 6:39
  said
• 6:40
  so
• 6:40
  rapidly.
• 6:40
  But
• 6:41
  we
• 6:41
  can
• 6:41
  learn
• 6:41
  as
• 6:42
  we
• 6:42
  go.
• 6:42
  And
• 6:43
  having
• 6:43
  a
• 6:43
  thoughtful
• 6:44
  approach
• 6:44
  to
• 6:44
  test
• 6:44
  and
• 6:45
  learn
• 6:45
  with
• 6:45
  both
• 6:45
  large
• 6:46
  scale
• 6:46
  and
• 6:46
  smaller
• 6:46
  scale
• 6:47
  tests
• 6:47
  in
• 6:47
  platform,
• 6:48
  cross
• 6:48
  platform
• 6:49
  as
• 6:49
  a
• 6:49
  way
• 6:49
  to
• 6:49
  inform
• 6:50
  the
• 6:50
  decisions,
• 6:51
  I
• 6:51
  think
• 6:51
  then
• 6:51
  it
• 6:52
  means
• 6:52
  that
• 6:52
  we've
• 6:52
  got
• 6:52
  that
• 6:52
  shared
• 6:53
  understanding
• 6:53
  of
• 6:54
  what
• 6:54
  works
• 6:54
  and
• 6:54
  what
• 6:54
  doesn't.
• 6:55
  Abhinav,
• 6:56
  I
• 6:56
  want
• 6:56
  to
• 6:56
  go
• 6:56
  to
• 6:56
  you
• 6:57
  next
• 6:57
  is
• 6:57
  we
• 6:57
  kind
• 6:58
  of,
• 6:58
  we're
• 6:58
  here
• 6:58
  at
• 6:59
  Shop
• 6:59
  Talk.
• 6:59
  Everybody's
• 7:00
  kind
• 7:00
  of
• 7:00
  giving
• 7:01
  their
• 7:01
  opinions
• 7:01
  on
• 7:02
  where
• 7:02
  the
• 7:02
  future
• 7:02
  of
• 7:02
  the
• 7:03
  industry
• 7:03
  is
• 7:03
  going
• 7:03
  to
• 7:03
  go.
• 7:04
  How
• 7:04
  do
• 7:04
  you
• 7:05
  think
• 7:05
  that
• 7:05
  these
• 7:06
  unified
• 7:06
  or
• 7:07
  omnichannel
• 7:07
  shopping
• 7:08
  experiences
• 7:08
  are
• 7:08
  really
• 7:09
  going
• 7:09
  to
• 7:09
  change
• 7:10
  for
• 7:10
  five
• 7:10
  below
• 7:10
  customers,
• 7:12
  you
• 7:12
  know,
• 7:12
  as
• 7:12
  we
• 7:13
  head
• 7:13
  into
• 7:13
  the
• 7:13
  coming
• 7:14
  years?
• 7:15
  Yeah,
• 7:16
  again,
• 7:16
  I
• 7:16
  think
• 7:16
  it's
• 7:16
  like
• 7:17
  doing
• 7:17
  what
• 7:17
  I
• 7:17
  said
• 7:17
  and
• 7:18
  just
• 7:18
  doing
• 7:18
  it
• 7:18
  really,
• 7:18
  really
• 7:19
  efficiently
• 7:20
  and
• 7:20
  being
• 7:20
  on
• 7:20
  top
• 7:20
  of
• 7:20
  trends.
• 7:21
  I
• 7:21
  think
• 7:21
  really
• 7:21
  again,
• 7:22
  like
• 7:22
  I
• 7:22
  said,
• 7:23
  the
• 7:24
  trends
• 7:24
  in
• 7:24
  retail
• 7:25
  are
• 7:25
  changing
• 7:25
  way,
• 7:25
  way
• 7:25
  quickly
• 7:26
  and
• 7:26
  the
• 7:27
  more
• 7:27
  you
• 7:27
  can
• 7:27
  stay
• 7:27
  in
• 7:27
  tune
• 7:28
  with
• 7:28
  the
• 7:28
  trends,
• 7:28
  the
• 7:28
  more
• 7:29
  likely
• 7:29
  you
• 7:29
  are
• 7:29
  to
• 7:29
  succeed.
• 7:30
  So
• 7:30
  the
• 7:30
  more
• 7:31
  nimbly
• 7:31
  you
• 7:31
  can
• 7:31
  move,
• 7:31
  the
• 7:31
  more
• 7:32
  content
• 7:32
  you
• 7:32
  can
• 7:32
  put
• 7:32
  out
• 7:33
  there
• 7:33
  that's
• 7:33
  in
• 7:33
  line
• 7:33
  with
• 7:33
  the
• 7:34
  trends
• 7:34
  and
• 7:34
  measure
• 7:35
  the
• 7:35
  performance
• 7:35
  of
• 7:35
  that.
• 7:37
  That's
• 7:37
  going
• 7:37
  to
• 7:37
  be
• 7:37
  key.
• 7:38
  The
• 7:39
  other
• 7:39
  thing
• 7:39
  which
• 7:39
  I
• 7:39
  think
• 7:39
  I'm
• 7:39
  seeing
• 7:40
  as
• 7:40
  a
• 7:40
  trend
• 7:40
  is
• 7:40
  it's
• 7:41
  still
• 7:41
  new.
• 7:41
  I
• 7:42
  haven't
• 7:42
  heard
• 7:42
  that
• 7:42
  a
• 7:42
  lot
• 7:42
  here,
• 7:43
  but
• 7:43
  with
• 7:43
  AI,
• 7:44
  I
• 7:44
  think
• 7:44
  just
• 7:44
  the
• 7:45
  customer
• 7:45
  journey
• 7:45
  might
• 7:45
  change
• 7:46
  a
• 7:46
  little
• 7:46
  bit
• 7:46
  in
• 7:46
  the
• 7:46
  way
• 7:47
  they
• 7:47
  search
• 7:47
  for
• 7:47
  stuff.
• 7:48
  So
• 7:48
  how
• 7:48
  do
• 7:48
  you
• 7:48
  show
• 7:48
  up
• 7:49
  in
• 7:49
  those
• 7:49
  customer
• 7:50
  journeys
• 7:50
  where
• 7:51
  they're
• 7:52
  not?
• 7:52
  Yeah,
• 7:53
  they
• 7:53
  might
• 7:53
  have
• 7:53
  an
• 7:53
  AI
• 7:54
  based
• 7:54
  search
• 7:54
  where
• 7:55
  location
• 7:55
  is
• 7:55
  very,
• 7:55
  very
• 7:56
  contextual
• 7:56
  and
• 7:56
  you
• 7:57
  know,
• 7:57
  how
• 7:57
  do
• 7:57
  you
• 7:57
  like
• 7:57
  show
• 7:58
  up
• 7:58
  in
• 7:58
  those
• 7:58
  customer
• 7:59
  journeys
• 7:59
  is
• 7:59
  going
• 8:00
  to
• 8:00
  be
• 8:00
  something
• 8:00
  which
• 8:00
  we'll
• 8:01
  keep
• 8:01
  an
• 8:01
  eye
• 8:01
  on.
• 8:02
  Are
• 8:02
  there
• 8:02
  any
• 8:02
  areas
• 8:03
  that
• 8:03
  you're
• 8:03
  prioritizing
• 8:04
  in
• 8:04
  those
• 8:04
  that
• 8:04
  you
• 8:04
  talked
• 8:04
  about
• 8:05
  Abhinav,
• 8:05
  like
• 8:06
  content
• 8:06
  or
• 8:07
  application
• 8:07
  of
• 8:07
  AI
• 8:08
  or
• 8:08
  anything
• 8:08
  that
• 8:09
  you're
• 8:09
  kind
• 8:09
  of
• 8:09
  putting
• 8:10
  to
• 8:10
  the
• 8:10
  front
• 8:10
  of
• 8:11
  your
• 8:11
  priority
• 8:11
  list
• 8:12
  right
• 8:12
  now?
• 8:12
  Yeah,
• 8:13
  it's
• 8:13
  definitely
• 8:13
  content.
• 8:13
  I'd
• 8:14
  say
• 8:14
  for
• 8:14
  now
• 8:14
  I
• 8:14
  think
• 8:14
  it's
• 8:14
  content.
• 8:15
  I
• 8:15
  think
• 8:15
  we
• 8:15
  heavy
• 8:16
  focus
• 8:16
  on
• 8:16
  content.
• 8:18
  Trend.
• 8:18
  Right
• 8:19
  content,
• 8:19
  listening
• 8:20
  in
• 8:20
  for
• 8:20
  trends,
• 8:21
  getting
• 8:21
  the
• 8:21
  right
• 8:21
  trends
• 8:21
  out
• 8:22
  there
• 8:22
  in
• 8:22
  time.
• 8:23
  That's
• 8:23
  a
• 8:23
  big
• 8:23
  focus
• 8:24
  for
• 8:24
  us.
• 8:24
  Jesse,
• 8:25
  how
• 8:25
  about
• 8:25
  you
• 8:25
  from
• 8:25
  like
• 8:25
  a
• 8:26
  more
• 8:26
  broad
• 8:27
  retailer
• 8:27
  perspective,
• 8:29
  where
• 8:29
  do
• 8:29
  you
• 8:29
  kind
• 8:29
  of
• 8:30
  see
• 8:30
  changes
• 8:30
  coming
• 8:31
  when
• 8:31
  it
• 8:31
  comes
• 8:31
  to
• 8:31
  unified
• 8:32
  commerce.
• 8:33
  I
• 8:33
  think
• 8:33
  it's
• 8:33
  about
• 8:34
  the
• 8:34
  collapsing
• 8:34
  of
• 8:34
  boundaries.
• 8:35
  Right.
• 8:35
  Increasingly
• 8:36
  we
• 8:37
  can't
• 8:37
  think
• 8:37
  of
• 8:37
  it
• 8:37
  as
• 8:38
  one
• 8:38
  channel
• 8:38
  or
• 8:38
  one
• 8:39
  platform.
• 8:40
  It's
• 8:40
  all
• 8:41
  blurring
• 8:41
  together.
• 8:42
  One
• 8:42
  of
• 8:42
  the
• 8:42
  panels
• 8:42
  I
• 8:43
  listened
• 8:43
  to
• 8:43
  yesterday
• 8:44
  just
• 8:44
  talked
• 8:44
  about
• 8:44
  the
• 8:44
  pervasiveness
• 8:45
  of
• 8:45
  digital
• 8:46
  that
• 8:46
  Gen
• 8:47
  Alpha
• 8:47
  in
• 8:47
  particular
• 8:48
  is
• 8:48
  growing
• 8:48
  up
• 8:48
  with
• 8:49
  and
• 8:49
  is
• 8:49
  so
• 8:49
  used
• 8:49
  to.
• 8:50
  And
• 8:50
  so
• 8:51
  we,
• 8:51
  we
• 8:51
  have
• 8:52
  to
• 8:52
  think
• 8:52
  about
• 8:52
  where
• 8:52
  we
• 8:53
  can
• 8:53
  reach
• 8:53
  that
• 8:53
  consumer
• 8:54
  at
• 8:55
  any
• 8:55
  moment
• 8:55
  across
• 8:56
  their
• 8:56
  day
• 8:57
  with
• 8:57
  content
• 8:57
  that's
• 8:57
  going
• 8:58
  to
• 8:58
  be
• 8:58
  compelling,
• 8:58
  relevant,
• 8:59
  authentic,
• 9:00
  and
• 9:00
  then
• 9:00
  give
• 9:00
  them
• 9:01
  a
• 9:01
  reason
• 9:01
  to
• 9:01
  take
• 9:02
  an
• 9:02
  action.
• 9:02
  Right.
• 9:03
  And
• 9:03
  that's
• 9:04
  always
• 9:04
  been
• 9:04
  the
• 9:04
  goal.
• 9:05
  But
• 9:05
  again,
• 9:05
  those
• 9:05
  boundaries
• 9:06
  I
• 9:06
  just
• 9:06
  think
• 9:06
  are
• 9:06
  blurring
• 9:07
  and
• 9:07
  collapsing
• 9:07
  really
• 9:08
  rapidly.
• 9:08
  Where
• 9:08
  are
• 9:09
  you
• 9:09
  as
• 9:09
  the
• 9:09
  ovative
• 9:10
  group
• 9:10
  investing
• 9:10
  then
• 9:11
  when
• 9:11
  it
• 9:11
  comes
• 9:11
  to
• 9:12
  or
• 9:12
  where
• 9:12
  are
• 9:12
  you
• 9:12
  investing
• 9:13
  or
• 9:13
  helping
• 9:13
  your
• 9:14
  retail
• 9:14
  partners
• 9:14
  invest
• 9:15
  when
• 9:15
  it
• 9:15
  comes
• 9:15
  to.
• 9:16
  To
• 9:16
  the
• 9:16
  right
• 9:16
  technology
• 9:17
  to
• 9:17
  support
• 9:17
  those?
• 9:18
  Yeah,
• 9:18
  I
• 9:18
  think
• 9:18
  there's
• 9:18
  a
• 9:19
  couple
• 9:19
  of
• 9:19
  areas.
• 9:19
  One
• 9:19
  is
• 9:20
  what
• 9:20
  Abhinav
• 9:20
  was
• 9:20
  talking
• 9:21
  about,
• 9:21
  the
• 9:21
  content
• 9:21
  creator
• 9:22
  influencer
• 9:22
  ecosystem
• 9:23
  and
• 9:24
  being
• 9:24
  able
• 9:24
  to
• 9:24
  do
• 9:24
  that
• 9:24
  at
• 9:24
  scale
• 9:25
  is
• 9:25
  I
• 9:26
  think
• 9:26
  really
• 9:26
  increasingly
• 9:27
  important.
• 9:27
  And
• 9:27
  there
• 9:27
  are
• 9:28
  tools
• 9:28
  that
• 9:28
  we
• 9:29
  can
• 9:29
  invest
• 9:29
  in
• 9:29
  and
• 9:29
  partners
• 9:30
  we
• 9:30
  can
• 9:30
  invest
• 9:30
  in
• 9:31
  to
• 9:31
  enable
• 9:31
  that.
• 9:32
  And
• 9:32
  then
• 9:32
  I
• 9:32
  will
• 9:32
  go
• 9:32
  back
• 9:33
  to
• 9:33
  the
• 9:33
  measurement
• 9:33
  piece
• 9:33
  as
• 9:34
  well.
• 9:34
  Right.
• 9:34
  Which
• 9:34
  is
• 9:34
  the
• 9:35
  ability
• 9:35
  to
• 9:36
  get
• 9:36
  deeper
• 9:36
  and
• 9:37
  more
• 9:37
  rapid
• 9:38
  insights
• 9:38
  on
• 9:38
  what
• 9:39
  is
• 9:39
  working
• 9:40
  because
• 9:40
  the
• 9:40
  consumer
• 9:40
  is
• 9:41
  moving
• 9:41
  so
• 9:41
  quickly.
• 9:42
  You've
• 9:42
  got
• 9:42
  to
• 9:42
  be
• 9:43
  able
• 9:43
  to
• 9:43
  have
• 9:43
  those
• 9:43
  outputs
• 9:44
  happening
• 9:45
  daily,
• 9:45
  weekly.
• 9:45
  You
• 9:46
  can't
• 9:46
  wait
• 9:46
  for
• 9:46
  a
• 9:46
  month,
• 9:47
  you
• 9:47
  can't
• 9:47
  wait
• 9:47
  for
• 9:47
  a
• 9:47
  quarter.
• 9:48
  Those
• 9:48
  things
• 9:48
  have
• 9:48
  already
• 9:49
  moved
• 9:49
  on.
• 9:49
  So
• 9:49
  those
• 9:50
  two
• 9:50
  things
• 9:50
  I
• 9:50
  think
• 9:50
  are
• 9:51
  really
• 9:51
  critical.
• 9:51
  So
• 9:52
  that
• 9:52
  all
• 9:52
  makes
• 9:52
  sense
• 9:52
  at
• 9:52
  a
• 9:53
  conceptual
• 9:53
  level,
• 9:53
  what
• 9:53
  both
• 9:54
  you
• 9:54
  guys
• 9:54
  are
• 9:54
  saying.
• 9:54
  But
• 9:55
  let's
• 9:55
  end
• 9:55
  on
• 9:56
  this.
• 9:56
  Let's
• 9:56
  press
• 9:56
  a
• 9:56
  little
• 9:56
  bit
• 9:57
  harder
• 9:57
  here.
• 9:57
  There's
• 9:57
  a
• 9:57
  lot
• 9:57
  of
• 9:58
  tech
• 9:58
  here.
• 9:59
  Everyone's
• 10:00
  capital
• 10:00
  constrained.
• 10:01
  And
• 10:01
  Abhinav,
• 10:02
  maybe
• 10:02
  you
• 10:02
  answer
• 10:02
  this
• 10:02
  one
• 10:03
  first
• 10:03
  and
• 10:03
  then
• 10:03
  Jesse,
• 10:05
  and
• 10:06
  take
• 10:06
  an
• 10:06
  industry
• 10:06
  view
• 10:07
  too.
• 10:07
  You
• 10:07
  don't
• 10:07
  have
• 10:07
  to
• 10:07
  speak
• 10:07
  from
• 10:07
  the
• 10:07
  point
• 10:08
  of
• 10:08
  view
• 10:08
  of
• 10:08
  5
• 10:08
  below,
• 10:08
  but
• 10:08
  from
• 10:09
  an
• 10:09
  industry
• 10:09
  point
• 10:09
  of
• 10:09
  view,
• 10:10
  if
• 10:10
  you
• 10:11
  were
• 10:11
  making
• 10:11
  capital
• 10:11
  decisions
• 10:12
  around
• 10:12
  technology,
• 10:13
  what
• 10:13
  would
• 10:14
  you
• 10:14
  be
• 10:14
  investing
• 10:15
  in?
• 10:17
  Yeah,
• 10:17
  I
• 10:17
  think
• 10:18
  definitely
• 10:18
  measurement
• 10:18
  as
• 10:18
  a
• 10:19
  baseline.
• 10:19
  But
• 10:19
  I
• 10:19
  think
• 10:20
  on
• 10:20
  top
• 10:20
  of
• 10:20
  that,
• 10:20
  I
• 10:21
  think
• 10:21
  the
• 10:22
  more
• 10:22
  specific
• 10:23
  you
• 10:23
  can
• 10:23
  get
• 10:23
  with
• 10:23
  audience
• 10:24
  identity
• 10:24
  and
• 10:25
  being
• 10:25
  able
• 10:25
  to
• 10:25
  target
• 10:26
  that
• 10:26
  audience
• 10:26
  in
• 10:26
  the
• 10:26
  right
• 10:27
  place
• 10:27
  at
• 10:27
  the
• 10:27
  right
• 10:27
  time
• 10:28
  especially,
• 10:29
  I
• 10:29
  think
• 10:29
  things
• 10:30
  get
• 10:30
  kicked
• 10:31
  down.
• 10:31
  The
• 10:32
  can
• 10:32
  gets
• 10:32
  kicked
• 10:32
  down
• 10:33
  every
• 10:33
  now
• 10:33
  and
• 10:33
  then
• 10:34
  with
• 10:34
  cookies
• 10:35
  disappearing.
• 10:36
  But
• 10:36
  at
• 10:36
  some
• 10:36
  point,
• 10:36
  I
• 10:37
  think
• 10:37
  the
• 10:37
  more
• 10:37
  you
• 10:37
  can
• 10:37
  own
• 10:38
  your
• 10:38
  first
• 10:38
  party
• 10:38
  identity
• 10:39
  or
• 10:39
  collaborate
• 10:40
  with
• 10:40
  people
• 10:40
  who
• 10:40
  have
• 10:41
  a
• 10:41
  good
• 10:41
  ID
• 10:41
  graph
• 10:43
  to
• 10:43
  reach
• 10:43
  the
• 10:43
  right
• 10:43
  customer
• 10:44
  at
• 10:44
  the
• 10:44
  right
• 10:44
  time
• 10:44
  with
• 10:44
  the
• 10:45
  right
• 10:45
  content,
• 10:45
  I
• 10:45
  think
• 10:45
  there's
• 10:46
  some
• 10:46
  value
• 10:46
  in
• 10:46
  investing
• 10:46
  in
• 10:47
  that.
• 10:47
  And
• 10:47
  Abhinav,
• 10:47
  what
• 10:47
  are
• 10:48
  the
• 10:48
  foundations
• 10:48
  of
• 10:48
  understanding
• 10:49
  your
• 10:49
  audience
• 10:49
  identity?
• 10:51
  Yeah,
• 10:52
  so
• 10:52
  I
• 10:52
  think
• 10:52
  it's.
• 10:53
  For
• 10:53
  me,
• 10:53
  I
• 10:53
  think
• 10:53
  there's
• 10:54
  a
• 10:54
  couple
• 10:54
  of
• 10:54
  ways
• 10:54
  to
• 10:54
  do
• 10:54
  it.
• 10:54
  One
• 10:55
  I
• 10:55
  think
• 10:55
  is
• 10:55
  either
• 10:55
  like
• 10:56
  build
• 10:56
  your
• 10:56
  own
• 10:56
  first
• 10:56
  party
• 10:56
  data
• 10:57
  set,
• 10:58
  which
• 10:59
  either
• 10:59
  requires
• 11:00
  investment
• 11:00
  in
• 11:01
  data
• 11:01
  collaboration
• 11:02
  or
• 11:02
  launching
• 11:02
  your
• 11:02
  own
• 11:02
  loyalty
• 11:03
  program
• 11:03
  in
• 11:03
  some
• 11:04
  form
• 11:04
  factor,
• 11:05
  or
• 11:06
  you
• 11:06
  collaborate
• 11:06
  with
• 11:06
  people
• 11:07
  who
• 11:07
  have
• 11:07
  ID
• 11:08
  graphs
• 11:08
  out
• 11:08
  there.
• 11:08
  Right.
• 11:08
  You
• 11:09
  know,
• 11:09
  there's
• 11:09
  a
• 11:09
  bunch
• 11:09
  of
• 11:09
  people
• 11:09
  who
• 11:10
  have
• 11:10
  done
• 11:10
  the
• 11:11
  work
• 11:11
  to
• 11:11
  build
• 11:11
  ID
• 11:11
  graphs.
• 11:12
  There's
• 11:12
  a
• 11:13
  bunch
• 11:13
  of
• 11:13
  data
• 11:13
  around
• 11:13
  customers
• 11:14
  that
• 11:14
  they
• 11:14
  have
• 11:14
  which
• 11:14
  helps
• 11:15
  you
• 11:15
  like
• 11:15
  segment
• 11:15
  and
• 11:16
  target.
• 11:16
  So
• 11:17
  it's
• 11:17
  one
• 11:17
  of
• 11:17
  those
• 11:17
  two
• 11:17
  options,
• 11:19
  different
• 11:19
  investment
• 11:20
  levels,
• 11:20
  different
• 11:20
  payoffs
• 11:21
  in
• 11:22
  terms
• 11:22
  of
• 11:22
  kind
• 11:22
  of
• 11:22
  when
• 11:22
  they
• 11:22
  pay
• 11:23
  off.
• 11:23
  But
• 11:23
  those
• 11:24
  are
• 11:24
  two
• 11:24
  things
• 11:24
  that
• 11:24
  come
• 11:24
  to
• 11:24
  mind.
• 11:25
  Awesome.
• 11:25
  That's
• 11:25
  great.
• 11:26
  Great.
• 11:26
  How
• 11:26
  about
• 11:26
  you,
• 11:26
  Jesse?
• 11:27
  I
• 11:27
  would
• 11:27
  echo
• 11:28
  a
• 11:28
  lot
• 11:28
  of
• 11:28
  what
• 11:28
  you
• 11:28
  just
• 11:28
  said.
• 11:29
  I.
• 11:29
  I
• 11:29
  don't
• 11:29
  think
• 11:29
  I
• 11:29
  have
• 11:30
  a
• 11:30
  ton
• 11:30
  to
• 11:30
  add
• 11:30
  to
• 11:30
  that.
• 11:30
  The
• 11:30
  only
• 11:31
  other
• 11:31
  spin
• 11:32
  on
• 11:32
  that
• 11:32
  would
• 11:32
  probably
• 11:32
  be
• 11:33
  the.
• 11:33
  The
• 11:33
  AI
• 11:34
  elements
• 11:34
  of
• 11:34
  all
• 11:34
  of
• 11:35
  those
• 11:35
  things.
• 11:35
  Right.
• 11:35
  We
• 11:35
  see
• 11:35
  it
• 11:36
  coming
• 11:36
  into
• 11:36
  every
• 11:37
  element
• 11:37
  of
• 11:37
  the
• 11:37
  tech
• 11:38
  stack
• 11:38
  these
• 11:38
  days
• 11:39
  and
• 11:39
  it's
• 11:40
  only
• 11:40
  going
• 11:40
  to
• 11:40
  accelerate.
• 11:41
  So
• 11:41
  everything
• 11:41
  that
• 11:41
  you
• 11:42
  just
• 11:42
  said,
• 11:42
  with
• 11:43
  AI
• 11:43
  powering
• 11:43
  it
• 11:44
  more
• 11:44
  and
• 11:44
  more.
• 11:44
  Yeah.
• 11:44
  Or
• 11:45
  being
• 11:45
  set
• 11:45
  up
• 11:45
  to
• 11:45
  be
• 11:46
  powered
• 11:46
  by
• 11:46
  AI
• 11:47
  in
• 11:47
  the
• 11:47
  long
• 11:47
  run
• 11:47
  too,
• 11:48
  that's
• 11:48
  another
• 11:48
  way
• 11:48
  to
• 11:48
  think
• 11:48
  about
• 11:48
  it
• 11:49
  too,
• 11:49
  I
• 11:49
  would
• 11:49
  imagine.
• 11:49
  Right?
• 11:49
  Yep.
• 11:50
  Awesome.
• 11:51
  Great.
• 11:51
  Well,
• 11:51
  we
• 11:51
  want
• 11:52
  to
• 11:52
  give
• 11:52
  a
• 11:52
  big
• 11:52
  thank
• 11:53
  you
• 11:53
  again
• 11:53
  to
• 11:53
  Meta
• 11:54
  for
• 11:54
  making
• 11:55
  all
• 11:55
  of
• 11:55
  our
• 11:55
  coverage
• 11:56
  possible
• 11:56
  here
• 11:57
  from
• 11:57
  Shop
• 11:58
  Talk
• 11:58
  today.
• 11:59
  Thanks
• 11:59
  again
• 11:59
  to
• 12:00
  Avanav,
• 12:00
  to
• 12:01
  Jesse
• 12:01
  for
• 12:01
  taking
• 12:02
  the
• 12:02
  time
• 12:02
  with
• 12:02
  us
• 12:02
  to
• 12:03
  share
• 12:03
  some
• 12:03
  of
• 12:03
  your
• 12:04
  brilliant
• 12:04
  insights.
• 12:04
  And
• 12:05
  I'm
• 12:05
  so
• 12:05
  excited
• 12:06
  to
• 12:06
  follow
• 12:06
  up
• 12:06
  with
• 12:07
  Chris
• 12:07
  about
• 12:07
  this
• 12:07
  afterward
• 12:09
  and
• 12:09
  we'll
• 12:09
  share
• 12:09
  more
• 12:09
  with
• 12:10
  you
• 12:10
  at
• 12:10
  the
• 12:10
  takeaways
• 12:11
  session
• 12:11
  tomorrow.
• 12:12
  So
• 12:12
  again,
• 12:13
  until
• 12:13
  next
• 12:14
  time,
• 12:15
  be
• 12:15
  careful
• 12:15
  out
• 12:15
  there.