eTail Connect West Day 3 Morning Brief
Why last click attribution could cost retailers their biggest sales season
Zihan Lyu
September 17, 2025
Hi there,
It’s the final day at eTail Connect West and the conversation is shifting toward long-term growth levers. Expect sharp perspectives on loyalty, retail media, and forecasting as leaders close out the event with strategies that set the tone for Q4 and beyond.
Looking Back at Day 2
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Day 2 focused on retention and what happens after checkout. Ellen Lin (JustFoodForDogs), Sarah Cheffy (FASHIONPHILE), and Stephanie Hinze (MANSCAPED) shared how brands turn post-purchase moments into loyalty drivers.
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Shelly Gardner (Fossil Group) urged leaders to lead with transparency, ask sharper questions, and keep teams focused through periods of transformation.
Sponsored sessions delivered fresh ideas on analytics, AI in search, and order management. Jerome Stewart (Conviva) showed how real-time analytics accelerate decisions, Udayan Bose (NetElixir) shared what drives true ROI from generative AI, and Ty Sweet (Kibo) explored how agentic AI reshapes fulfillment.
ClickZ will soon share exclusive insights from interviews with leaders on the ground – stay tuned!
Today’s Key Themes
Customer Loyalty as a Growth Driver
Sessions today focus on loyalty programs and CRM as levers for profitable repeat behavior. Expect ideas on aligning incentives with customer value and measuring the real impact on lifetime value.
AI-Enabled Forecasting and Inventory
Keynotes will examine how predictive models inform buy depth, allocation, and pricing so inventory matches real demand.
Retail Media Moving to Proof
Speakers will explore how media networks demonstrate incrementality, tie loyalty data to exposure, and prove value to suppliers.
On the ground and want to connect? It’s not too late to reach out!
ClickZ is collecting POVs from brands and leaders – and we’d like yours in it.
Sponsored Spotlight: Nailing Peak With Full-Funnel Measurement
Jamie Bolton, VP of Growth at Fospha, takes the stage this morning with a session that challenges the industry’s dependence on last-click attribution.
Client Case Study: Nailing Peak – Why Last Click Attribution Could Cost Retailers Their Biggest Sales Season
9:35 – 10:05 AM
Last click misses up to 96% of the impact of marketing, especially on full-funnel channels like Paid Social, Demand Gen, and YouTube. Jamie will share how Fospha’s full-funnel measurement helps brands cut through noise, dedicate spend to the right channels, and plan for their most profitable BFCM yet.
Enjoy the last day!
Unofficially eTail Team
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