IPG Mediabrand’s Amie Owen

Leveraging data to stay nimble as today’s consumer evolves

While richer consumer signals through AI help brands move faster and engage shoppers with personalization and rewards, the panelists agreed that the biggest gains will come from predicting the next purchase—and the next customer.

“I think the conversation is slowly but surely moving from ‘What did they buy yesterday?’ to ‘What can I accurately predict they will buy tomorrow?’” said Jason Lim, North America chief media officer at Assembly. “That’s the promise of where that dataset should be able to take you, so that we can more accurately predict not just demand, but everything from the supply chain.”

(L-R) Starcom’s Lee Dunbar, ADWEEK’s Zoë Ruderman

At a time when price points often trump brand relationships and innovations like GLP-1s are disrupting long-held lifestyle behaviors, looking ahead and pivoting quickly can protect a brand’s bottom line.

Fetch’s O’Neill emphasized using audience insights to make connections across experiences, revealing marketing opportunities and incentives that speak to real life. “We have the insights to say, okay, these people going to Pizza Hut are also buying this brand of frozen pizza, so let’s reward them for going to Pizza Hut,” she said. “Those rewards and that loyalty are getting them to take that next trip, stretch the basket, and continue to make those behaviors that we all want them to make.”

To translate cultural relevance into future brand fidelity—especially with younger audiences—Mondelēz International’s Barton pointed to the success of fandom-driven collabs that deliver surprise and delight while speaking to genuine intersections in consumers’ lifestyles, from snack foods partnering with serialized TV shows to music artists crossing over with CPG brands.

Loyalty, however, is a two-way street. As Assembly’s Lim noted, “you earn that loyalty each and every time,” making smarter signals a must-have for brands aiming to drive a strategy that balances engagement with utility.

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