Are You Attributing a Lot of Conversions to Incorrect Channels?

We're probably attributing a lot of conversions to incorrect channels. Most measurement tools that have been out for a while are built around capturing demand. What we need to start looking at it about is what is capturing the demand versus what is creating the demand? And so just encouraging marketers to think about how we're going to build new ways to measure these things that we use right now don't measure.