We all know that the typical marketing funnel features three segments: awareness at the top working to build your brand; consideration in the middle where customers can explore your offerings; and conversion at the bottom where the sale is made. But today's customer journey is rapidly shifting–it's more complex, it zigzags, and it includes more touchpoints. The result is that many marketers don't know how top-offunnel brand awareness activities impact lowerfunnel conversions. Or, they believe that midand top-funnel digital channels (i.e. display ads) should drive the same performance outcomes as lower-funnel campaigns (i.e. paid search or social advertising).