Referrals are the lifeblood of any successful business. They represent the trust and confidence customers have in your product, and they carry a powerful signal: your product works.

If you’re in charge of driving revenue, you’ve likely encountered the concept of multi-touch attribution. At first glance, MTA seems like a powerful solution for understanding how marketing efforts influence customer journeys.

In today’s digital landscape, the way customers make buying decisions has shifted dramatically. Gone are the days when buyers depended on direct sales pitches and company brochures to make informed choices.

Are you investing heavily in marketing but not seeing the growth you expected? You’re not alone. Many companies face this issue because they’re measuring the wrong things.