Having a proper understanding of how your marketing efforts are working together to produce results is paramount. What it is important to know what channel brought a customer to your website that lead to a sale (last touch attribution) it is also important to understand what efforts introduced them to your brand (first touch. ) Or what efforts helped build a relationship (Linear, U-shaped, Participation) Each of these views helps build the story of how your brand found their customers, built a relationship, and ultimately closed a sale. If one of these pieces is broken your customer journey is not optimized and you are leaving sales on the table. It is so important to understand the whole story, not just skip to the end.