In today’s rapidly evolving retail environment, it can be a real challenge for omnichannel brands to measure the incremental impact of their marketing efforts. The modern customer journey spans multiple touchpoints — a consumer might browse for a product category online, see a TV ad, get driven to an owned/D2C experience, do more research in-store, and then ultimately buy on a 3P marketplace like Amazon. Journeys like this make it incredibly difficult to tie marketing spend in a given channel to incremental sales. In the face of this complexity, there are a few important problems brands need to solve for: Understanding how paid marketing activities drive total omnichannel performance. Optimizing marketing spend across distribution endpoints, from Retail/Wholesale, to D2C, to…