"When you are marketing a product, a successful advertising campaign is only half the battle; the true test comes when you meet with the CFO. For a C-suite leader, marketing metrics like clicks and impressions are a means to an end, what they look for are provable business results that drive revenue. This disconnect with what is most important for a business exposes the core flaw of traditional "last-click" centric thinking."
"If you only look at the last touchpoint prior to purchase, you are missing the full power of your user's journeys and your attribution model misses the full context of what is possible. This is why we analyze the full customer path-from first exposure to final conversion-to create a more accurate and actionable Marketing Mix Model (MMM). It's the vehicle taking us from fragmented 'vanity metrics' to holistic data driven decisions."
Traditional last-click attribution misses the full customer journey and underestimates marketing's impact on revenue. Analyzing the entire path from first exposure to final conversion enables a Marketing Mix Model (MMM) that attributes value across channels and supports revenue-driven decisions. Aligning marketing metrics with finance requires proving incremental business outcomes rather than presenting vanity metrics like clicks and impressions. Incrementality testing reframes advertising from a cost center to a growth engine by quantifying causal lift. Historically, such experiments were expensive and labor-intensive, with single tests costing over $100,000 and limiting access mainly to large enterprises, leaving smaller businesses unable to allocate budgets confidently.
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