In an era where AI is reshaping consumer discovery, how does an iconic brand like Best Buy stay relevant? Seth Hagerty, Senior Director of Performance Marketing at Best Buy, unpacks the shift from traditional search to a complex ecosystem of creators, affiliates, and partners. He shares how letting go of control and embracing influence is not just a strategy but a necessity for growth. This episode provides a masterclass on navigating the fragmented media landscape and turning partnerships into a sustainable, compounding growth lever.
In this episode, you’ll discover:
- The “control” to “influencer” mindset shift: Learn the crucial transition from a “control” mindset (managing bids and last-click attribution) to an “influence” mindset (embracing authentic creators and partners).
- Measure beyond last-click: A practical framework for measuring the true ROI of partnerships by aligning with core business KPIs, beyond just last-click attribution.
- Partners are essential for showing up in LLMs. Why AI-driven search makes a robust partnership ecosystem essential, as third-party citations from creators and review sites become the new source of truth for consumers.
