How Partnerships are Reshaping Product Discovery with Seth Hagerty, Senior Director of Performance Marketing at Best Buy

Search is evolving, AI is reshaping discovery, and consumers are relying on creators more than ever to guide their decisions. So how do the BEST brands make the most of this shift? In this episode, Dave Yovanno sits down with Seth Hagerty, Senior Director of Performance Marketing at Best Buy, to explore how one of retail’s most iconic brands is adapting to a new era of customer discovery. Seth shares how Best Buy is approaching creators, affiliates, AI, attribution, retail media, and more — and why partnerships are no longer just a lower-funnel tactic, but a foundational part of the modern marketing mix. Seth explains why today’s most effective brands are shifting from control to influence, learning to let trusted partners help tell their story in more authentic ways. He also breaks down how Best Buy thinks about measurement, incrementality, and customer acquisition in a world where the path to purchase is more fragmented than ever.Discover why leading brands stay ahead by evolving with their customers and redefining when and where discovery happens.This podcast episode was produced by Quill.