Marketing operations leaders are on the hook to deliver sales and revenue,yet optimizing cross-channel marketing performance remains really hard. Nosingle methodology provides a complete, perfect answer. Standard analyticstools and methods suffice to count conversions, report on results andcalculateperformance metrics on channels in isolation. Simply collecting digital channeldata and applying last-click, single-touch, rule-based attribution analysis doesnot require advanced analytical maturity or technology. The result is a useful butlimited view of marketing’s impact. This can lead to frustration due to an inabilityto articulate the full picture, such as the cross-channel impact of marketing at acustomer level. However, many organizations maintain this level of analysis dueto constrained resources, budget, skills and technology perpetuating what wecall a “ceiling of insight.”