Understanding the effectiveness of performance marketing in today’s multi-channel world requires a robust cross-channel attribution strategy. As customers interact with brands across diverse touchpoints—social media, email, paid ads, and more—measuring which channels truly drive conversions has become both a challenge and an opportunity. This panel will explore advanced attribution models, actionable strategies, and the latest tools to help marketers accurately measure performance, allocate budgets effectively, and maximize ROI. Expect to hear about: 

• Tracking multi-touch interactions to understand the full customer journey across paid, organic, and owned channels 
• Analyzing incremental value from different touchpoints to optimize media spend and maximize ROI 
• Leveraging advanced analytics and AI to gain deeper insights into cross-channel performance and user behavior 
• Aligning KPIs across channels to ensure consistent measurement and performance benchmarks 
• Optimizing budget allocation based on performance insights from attribution models to drive more efficient marketing

TikTok’s rapid evolution demands brands stay agile, with its 2025 trend report highlighting community-driven storytelling, AI innovation, and cultural resonance as keys to unlocking sales growth. As the platform’s global user base spends 4.43 billion minutes daily watching videos, businesses must adapt to trends like “Brand Chem”—collaborating with creators and audiences to co-create culturally relevant content. This panel will explore actionable strategies to align with TikTok’s shifting dynamics, from leveraging AI tools like Symphony Assistant to amplifying niche communities through micro-influencers and shoppable UGC. Expect to hear about:

• Integrating TikTok Shop to facilitate direct purchases, enhancing the shopping experience and driving impulsing buying through seamless in-app features
• Utilizing livestream shopping events to create urgency and community engagement, leveraging influencer partnerships to boost visibility and sales
• Focusing on personalized content and product recommendations, harnessing TikTok's algorithm to target specific audiences and increase conversion rates
• Staying agile by monitoring trending challenges and formats, allowing brands to create relevant content that resonates with users and capitalizes on viral moments

Social media platforms have become indispensable for retailers seeking to connect with their customers, build brand loyalty, and drive engagement. With each platform offering unique audience demographics and engagement opportunities, understanding where and how to meet your customers is crucial. This panel discussion will explore best practices for leveraging platforms like Facebook, Instagram, TikTok, and X (formerly Twitter) to maximize visibility, foster meaningful interactions, and convert social engagement into tangible business outcomes. Expect to hear more about:

• Determining which social media channels your target audience frequents, focusing on platforms like Instagram, TikTok, and YouTube to maximize engagement
• Customizing your messaging and content format for each platform, utilizing visuals for Instagram, short videos for TikTok, and professional insights for LinkedIn
• Using polls, Q&A sessions, and live streams to foster real-time interaction and build community around your brand
• Regularly analyzing engagement metrics and staying updated on platform trends to adapt your strategy and enhance customer connection

Community is a huge driving factor for loyalty in retail today. But creating a community is much harder said than done. During this session with Lindsay McClelland, she will walk us through how the Little Sleepies team build a thriving community through:

• Understanding the key ingredients for a thriving brand community where members feel connected, engaged, and valued
• Recognizing and rewarding community members which will help them to build a sense of appreciation and reinforce their commitment to the brand
• Finding ways to let members consistently co-create and collaborate with the brand
• Fostering a sense of belonging where members feel valued and included
• Encouraging engagement through social forums and both online and offline events and activities