Customers move across paid, owned, and earned channels, plus web, app, and offline moments — store visits, events, word of mouth. Each channel reported success on its own terms, but none of it stitched into a single journey.

Two things were breaking it. First, the data: product owned the tags and events, and when they renamed something, they didn't always tell us — so tracking would silently break with no warning. Second, the model: attribution is built around channels and campaigns, not around how customers actually behave. An email that sets up a later search conversion gets zero credit for the work it did. The reports could tell you where a conversion landed, but never what to actually do next — change the message order, the timing, the frequency, the next-best-action.