What Your Buyers Won’t Tell Your Dashboard

There’s a major flaw in how most marketing teams “measure success.”
We build dashboards to track distribution.
But we rarely stop to ask: Did this even work?
Measurement frameworks like MTA promise precision, but only tell part of the story.
• They can’t explain why a buyer converted
• They often contradict what sales is hearing
• They fuel finger-pointing between teams
That’s because most attribution tools optimize for what’s trackable, not what’s true.
If you're serious about building a marketing engine that drives growth, you need to go deeper:
🧠 Run customer surveys.
🧠 Conduct interviews.
🧠 Get inside the buyer’s head.
Because the buyer journey isn’t linear. It’s emotional.
It’s influenced by context, trust, timing, and conversations you’ll never see in a UTM string.
Multi-touch attribution can’t capture that.
But real understanding can.
The path to predictable growth?
→ Ditch the illusion of precision
→ Invest in clarity around customer preference

Видео What Your Buyers Won’t Tell Your Dashboard канала Charlie de Thibault