For consumer packaged goods (CPG) manufacturers and retailers, knowing how consumers go from wanting to buying along the elusive and increasingly digital path to purchase is critical for two reasons. First, it allows them to measure the market more accurately, so they can make better decisions about where and how to invest for growth. Second, it enables them to engage their customers more effectively, especially as the lines between media and commerce continue to blur. Both understanding consumers’ needs better and knowing which channels will reach them brings companies closer to the points of decision—meaning closer to the coveted sale—during the shopper journey. Click here to see more.