Rethinking Marketing Metrics: The Power Of Full Customer Path Analysis And Incrementality Testing

The article highlights the importance of full customer path analysis and incrementality testing in achieving this goal. Traditionally, marketing metrics such as clicks and impressions have been used to measure the success of advertising campaigns. However, these metrics are merely a means to an end for C-suite leaders, who require provable business results that drive revenue.

The "last-click" centric thinking has been identified as a core flaw, as it fails to account for the full power of user journeys and attribution models. To address this, marketers are now analyzing the full customer path, from first exposure to final conversion, to create a more accurate and actionable Marketing Mix Model (MMM) (Forbes, 2025). The use of incrementality testing has been a game changer in this regard.

According to John Joba, head of marketing data science at Rocket Mortgage, this approach has transformed the dynamic between his team and their finance department.