Why an evolving commerce funnel demands unified measurement
Shoppers no longer need to be in an owned-retailer environment to complete a purchase, prompting brands to fundamentally rethink their retail media strategies. The emergence of new purchasing pathways — especially social and agentic commerce — is leading to environments where discovery and purchase happen simultaneously. With purchasing journeys becoming increasingly non-linear and fragmented,…
Shoppers now have the flexibility to complete purchases outside of owned-retailer environments, prompting brands to reconsider their retail media strategies. The rise of new purchasing channels, such as social and agentic commerce, is creating environments where discovery and purchase occur simultaneously. As purchasing journeys become more non-linear and fragmented, brands and retailers are shifting from traditional, siloed attribution models to unified, incrementality-based measurement to capture the full-funnel value.
Moody Khan, vp of RMN measurement strategy at Circana, emphasizes the significant evolution of the media funnel. While engaging shoppers and driving them down the funnel remains important, brands now need to consider moments when the funnel collapses. Khan explains that this requires a different approach to media strategy, focusing on understanding where shoppers are engaging today and where they're converting, and adapting to these changes.
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