Retail Data Drives Brand Lift Across the Marketing Funnel

While IAB Europe predicts retail data will revolutionise digital advertising, marketers are not yet using it to its full potential. In fact, many tend to only apply retail data on lower funnel activities – to optimise ROAS or performance. While valuable, it overlooks retail data’s ability to positively drive upper funnel metrics, such as boosting purchase intent or improving brand favourability – factors essential to brand growth.

Discover how retail data can go beyond lower-funnel performance to strengthen brand favourability, increase purchase intent, and drive meaningful, long-term brand growth. Explore the full study to see what the data reveals.

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