The customer journey is fragmented – people are shopping in multiple channels using different devices. Someone may see an ad for headphones on their phone, browse for headphones later that day on their laptop and then purchase them two days later in-store. Cross-channel conversions both online and offline are more challenging than ever for marketers to measure. Through social media marketing, our team has the unique power to match marketing messages with signals of intent, identity and context. What kind of person is shopping? What is that person looking for? Where is that person right now? However, when comparing where retailers are advertising, the investment in digital overall and in particular mobile, is lagging way behind where people spend their time.