It’s All in Your Pocket: The Phone Connects the Pieces

Recorded at Marketecture Live Chicago, Will Hoyt of Blis, part of T-Mobile Advertising Solutions, sits down with Danielle Mathews, Senior Director of Integrated Marketing at Pura, to explore how mobile data, first-party insights, and omnichannel advertising are transforming retail marketing. Danielle shares how Pura evolved from a direct-to-consumer brand into an omnichannel business, using behavioral targeting, connected TV, retail media, and data partnerships to discover new audiences and drive incremental growth. They also discuss measurement, data clean rooms, AI, and why brand identity and platform-specific content will be essential for marketing success in 2027. Takeaways Mobile Data Unlocks Consumer Insights: Mobile app behavior helps brands discover new audiences, validate assumptions, and improve advertising strategies. First-Party and Third-Party Data Drive Growth: Combining customer insights with external behavioral signals strengthens targeting across retail, connected TV, and digital channels. Omnichannel Marketing Expands Reach: Pura's transition from DTC to retail highlights the importance of connecting digital advertising with in-store shopping experiences. Clean Data Improves Measurement: Identity resolution, data clean rooms, and incrementality measurement help marketers identify genuinely new customers and optimize spending. Brand Identity and Content Shape 2027: Maintaining a consistent brand identity while creating platform-specific content will be critical as AI and consumer behavior evolve. Chapters: 00:00 Introduction to Marketecture Live Chicago 00:54 Meet Blis and T-Mobile Advertising Solutions 02:05 How Pura Uses Smart Technology and Customer Data 03:19 Pura's Evolution From DTC to Omnichannel Retail 04:51 Consumer Behavior and Audience Segmentation 06:12 Using Mobile Data to Drive Target Store Traffic 07:56 Connecting Mobile Data With CTV Advertising 08:23 Combining First-Party and Third-Party Data 10:33 Improving CPG Audience Targeting and Measurement 11:21 Data Clean Rooms, Identity Resolution, and Incrementality 13:09 Marketing Trends and Opportunities for 2027 14:42 Brand Storytelling and Platform-Specific Content 15:40 Measuring Marketing Impact and Final Takeaways Learn more about your ad choices. Visit megaphone.fm/adchoices