Lessons on audience development, data optimization, the future of universal add-to-cart integrations

Some brands are lucky enough to have a built-in audience of millions, while others need to develop an audience from scratch. Chris Mainenti has been on both sides of the coin and he knows that in either situation, once you have a base of potential customers paying attention to you, the next challenge is converting those browsers to buyers.

Mainenti is the Director of Commerce Strategy at Discovery, Inc. where he is helping turn the millions of viewers who tune into Discovery’s channels like HGTV, TLC, Food Network and more, into customers who buy across various platforms. Mainenti has helped grow audiences before at companies such as OZY Media and Apartment Therapy Media group, so he knows a thing or two about bringing people into a brand’s orbit. But he also knows that building an audience isn’t enough if you want to grow into a profitable business long-term. …

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