Why PathX - Why Now

Dear Subscribers,

As a brand marketer, you may be familiar with the challenges and frustrations that come with using retail media networks. Many brands are disappointed with the lack of actionable insights and feel that a disproportionate amount of their stated return comes from consumers who would have purchased their products regardless of marketing efforts.

At the same time, there is growing pressure for marketers to take ownership of performance-based measurement plans to better understand attribution and improve the effectiveness of their marketing tactics, channels, and providers. Marketing teams also face independent challenges that impact the results of their measurements and need tools that allow them to be responsive to intelligent commerce to navigate changing conditions such as product availability and the competitive landscape.

This is why we created our integrated platform, PathX. With PathX, brands can plan and integrate all of their marketing strategies around intelligent commerce, directing all tactics and enabling them to measure key performance indicators that align with their campaign objectives. By activating from the PathX platform and leveraging omni-retail signals such as product availability, competitor price changes or promotions, brands are better equipped to make informed decisions, take action if needed, and optimize their campaigns in real time - all from one platform.

In addition, PathX allows brands to choose their media buying partners and prioritize conversations with consumers while maintaining their own strategic advantage. By starting all campaigns on the PathX platform, integrating strategies, and then deploying media partners, brands can improve the integrity and continuity of their media efforts across multiple tactics rather than having disparate programs running independently. This empowers brands to take control of their marketing efforts and achieve better results.

In summary, now is the perfect time for a platform like PathX. If you're a brand marketer looking for a better way to plan, execute, and measure your marketing efforts, we encourage you to check out PathX and see what we can do for you.

Best regards,

The PathX Team

Q&A with Chris Bedford, discussing the origins of PathX:

Question: Can you tell us a bit about the inspiration behind PathX and why you decided to create this platform?

Chris: Sure. Having worked closely with hundreds of brands to help them understand the impact of their marketing efforts, I was constantly frustrated seeing Brands investing a disproportionate amount of their marketing dollars with Retail Media Networks and getting very little in the way of actionable insights or meaningful results. Retail Media Networks seem to be capitalizing on the fear of volatile commerce and economic conditions driving brands to rely on them to ensure their marketing dollars are put to good use.

I saw the need for a platform that could empower brands to take control of their marketing efforts and provide them with the ability to plan and execute their strategies around Intelligent Commerce Signals without relying on the retailer. This would allow them to make informed decisions and optimize their campaigns in real time, while also giving them the freedom to choose their media buying partners and prioritize the conversation with their consumers.

Don’t get me wrong, Retail Media is an essential part of any omni-channel marketing strategy, but many times there’s a better choice, often less expensive, and usually with richer insights and more actionable intelligence.

Question: That sounds like a really valuable solution for brands. Can you tell us more about how PathX helps brands achieve better results?

Chris: Absolutely. With PathX, brands can plan their marketing strategies around Intelligent Commerce Signals that help direct all tactics and make it possible to measure key performance indicators that are aligned with their campaign objectives. This allows them to make informed decisions and optimize their campaigns in real time. Additionally, by giving brands the freedom to choose their media buying partners and prioritize the conversation with their consumers, they can maintain a strategic advantage of their own and achieve better results.

Question: It definitely seems like a game-changing solution for the industry. Why do you think now is the perfect time for a platform like PathX?

Chris: I think there are a few reasons why now is the perfect time for a platform like PathX. Firstly, with the current landscape of the retail industry, brands are eager to take ownership of their measurement plan in order to level the playing field for their vendors and increase their ability to understand performance across various marketing tactics, channels, and providers. Additionally, with the rising need for Intelligent Commerce, brands are looking for ways to make their marketing more responsive to changing conditions such as product availability and the competitive landscape. Finally, with the ever-evolving nature of the industry, brands are constantly seeking new and innovative ways to stay ahead of the competition and achieve better results, and a platform like PathX can help them do just that.

Question: Thank you for your insights, Chris. Is there anything else you'd like to add about PathX or its mission?

Chris: I think it's important to emphasize that at the heart of our mission is the desire to empower brands to take control of their marketing efforts and achieve better results. We believe that by giving brands the tools and freedom they need to plan and execute their strategies around Intelligent Commerce, we can help them navigate the constantly changing retail landscape and succeed in today's competitive market. So, we encourage all brand marketers to check out PathX and see what we can do for them.