The End of Last-Click Attribution: How to Measure True ROI

Are your marketing campaigns actually driving sales—or just taking credit for them? In this session, Ulas, Associate Director of Measurement Solutions at Lifesight, explains why traditional attribution models like last-click and multi-touch attribution often mislead marketers, causing brands to overspend on the wrong channels. 🎯 In this video, you'll learn: ✅ Why dashboards don't always produce meaningful insights ✅ The difference between correlation and causation in marketing measurement ✅ What incrementality really means (and why it matters) ✅ How Marketing Mix Modeling (MMM) helps uncover true performance ✅ The dangers of the "lower-funnel death spiral" ✅ How leading brands make smarter budget allocation decisions Whether you're a CMO, growth marketer, performance marketer, or business leader, this conversation will help you rethink how marketing effectiveness should be measured in today's privacy-first environment. 📊 About this Webinar Originally presented as "Measuring What Matters: Attribution Analytics and KPIs," this webinar was sponsored by Lifesight and produced by SmartBrief. It explores how modern marketers can move beyond outdated attribution models and focus on measuring true business impact. The discussion covers marketing analytics, performance metrics, KPIs, attribution modeling, incrementality testing, and Marketing Mix Modeling (MMM) to help brands make more informed budget and growth decisions. ⏱️ TIMESTAMPS 00:00 Introduction 04:11 Why Brands Still Don't Know What's Working 09:28 The Decision-First Measurement Framework 13:31 The Financial Risk of Last-Click Attribution 16:51 Correlation vs. Causation Explained 22:09 Why Incrementality Matters 26:31 Turning Measurement Into Better Decisions 🔗 Learn more about Lifesight's Unified Marketing Measurement platform: https://shorturl.at/m1t4A 📲 Connect with Lifesight LinkedIn:   / lifesight   Instagram:   / lifesight_dot_io   Blog: https://lifesight.io/blog 📌 Subscribe for more insights on: Marketing Analytics Marketing Attribution Marketing Mix Modeling (MMM) Incrementality Testing Marketing Measurement Growth Strategy Marketing ROI #MarketingAnalytics #MarketingAttribution #MMM #MarketingMixModeling #Incrementality #MarketingMeasurement #MarketingROI #DigitalMarketing #GrowthMarketing