Online purchasing behavior is not linear, but the classic attribution model wants it to be. Instead, most leads come in via word of mouth that's untrackable. In-person chats, DMs, Slack conversations, podcast mentions, etc.
Because you can't measure those, it's called the dark funnel.
Because you can't measure those, it's called the dark funnel.
by mrB2B April 13, 2022
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