Brands are looking to increase in-store traffic, unify the online and offline experiences, and create holistic views of their customers regardless of how and when they're interacting with the brand. The key to selling more, increasing CLV, increasing ROAS, and more is through unifying the data powering online and offline purchasing and traffic. In this talk we'll discuss how optimised data, targeting campaigning, and programs like Google LIA are the keys to unlocking full customer value.