Where every click is a journey and every impression counts.
The practice of determining which touchpoints deserve credit for a conversion, attempting to solve marketing's eternal question: 'Which half of my advertising is working?' Spoiler: there are no perfect answers.
Brief windows when someone's intent to act is highest—catching them right when they're deciding to buy, search, or share.
Giving credit for a conversion to multiple marketing touchpoints rather than just the last click. It's acknowledging that marketing is a journey, not a moment.
A lead that matches your ideal customer profile and has engaged with your marketing. It's not a customer yet, but they're not random either.
The collection of software tools your company uses to do marketing, usually including 30+ overlapping tools nobody fully understands.
Statistical analysis determining how different marketing channels contribute to sales, creating convincing spreadsheets that support whatever you already believe.