Rick Loughery
Vice President, Global Marketing GoProMeasurement, Margins, and Making the Model Work
3:20 PM Panel Discussion: Built to Last: Investing in Direct Customer Relationships to Own Your Audience
The cost of finding new customers keeps rising, while the channels brands rely on to reach them are becoming less predictable. Brands focused on long-term resilience are increasing their efforts toward audiences they own and relationships they control, where value compounds over time.
Leaders who have shifted their growth models toward owned relationships share what that looks like in practice. They discuss how they balance paid and platform channels with direct customer efforts, how expanding direct touchpoints strengthens first party data, and how deeper direct relationships translate into stronger retention and higher customer lifetime value.
- Identifying where owned channels are generating reliable demand
- Deciding how far and how fast to shift investment toward owned audience development
- Building loyalty and community programs that drive retention, referral, and repeat purchase
- Measuring the long-term value of owned relationships in ways that justify the investment
Check out the incredible speaker line-up to see who will be joining Rick.
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