The company was flying blind when it came to understanding their true marketing performance. Despite investing significantly in multiple marketing channels, they couldn't accurately trace which efforts were driving real value. Their sophisticated product, with its multi-step onboarding flow and various subscription tiers, made attribution particularly challenging. While they were collecting data through Segment and had access to ad spend information, these data sources existed in isolation. The marketing team couldn't connect the dots between their campaigns and actual conversions, making ROI calculations nearly impossible. They needed to understand not just which channels brought in users, but how these users progressed through their funnel and ultimately converted. Without this unified view, optimizing their marketing spend and improving their conversion funnel was a matter of guesswork.