Attributed revenue, ROAS, conversion rate - traditional marketing metrics track efficiency but often miss the signals that reveal which customers drive growth. Today, first-party customer data is more accessible and valuable than ever. And when combined with AI, it opens the door to a new era of customer-centered performance measurement. Customer analytics shifts the focus from channels to customers, framing analysis and activation around engagement, growth and predicted value.
The report examines the evolving path to purchase and how marketing measurement fits within it, highlighting the failings of most attribution models. Last-touch attribution, while comfortable, simplifies complex consumer journeys into misleading conclusions about effectiveness.