Mapping the full journey to build trust and offer value

Lauren Griewski, managing director and head of sales and partnerships at Chase Media Solutions for JPMorganChase, spoke to the strength of long-term, trusting consumer relationships. “Consumers trust us with their financial journey, and it’s usually not just one product,” she said. “Clients often use multiple services with Chase like credit cards, car loans, or mortgages. That level of trust—earned over time—allows Chase to create personalized experiences.”

Matthew Liu, head of marketing at Looloo, expanded on that idea by focusing on how brands can quantify those relationships. “We track the entire customer journey 400 days back—even including offline channels like direct mail,” he explained. “One way to measure success is if you add multiple channels, are they increasing value?” Measuring that engagement helps brands understand not just what builds trust, but what maintains it.

Panelists agreed that trust and performance go hand in hand. Gonzalez-Meister stressed that marketers must bridge joy and outcomes. “How do we connect brand ethos to revenue? That’s the balance we help partners strike every day.”

Balicki noted that Deloitte Digital has built models to quantify trust. “We look at dimensions like capability, humanity, and relevance—and we’ve found strong correlations with brand loyalty and purchase intent.”

Building trust with retailers is important, too, Wheeler noted. “Something we hear a lot about in our space is: Aren’t you just subsidizing a purchase that would already be made?” she shared. “But Fetch can use data to confirm if a customer is new to a brand, and because it’s so customized and personalized, we can drive the outcomes that we need to.”

Gen Z’s demand for purpose and personalization