Are your marketing analytics really telling you the full story? In this illuminating episode of the Full Funnel Podcast, host Rohit sits down with Matt Bahr, Founder & CEO of Fairing, to expose the "black hole" in conventional marketing attribution that's costing brands millions.Matt reveals how traditional pixel-only tracking is the "Emperor's New Clothes" of e-commerce, leaving countless conversions and critical customer insights in the dark. You'll learn how Fairing's innovative post-purchase surveys, powered by AI in marketing, are revolutionizing how brands understand their true e-commerce growth.In this episode, you'll discover:✅ The Genesis of Fairing: How a failed same-day delivery startup led to solving the biggest problem in marketing attribution.✅ The iOS 14 Impact: Why Apple's privacy changes sealed the deal for the critical need of human-in-the-loop data.✅ Beyond Last-Click: How joining direct customer feedback with other conversion tracking data unveils the true customer journey.✅ TikTok vs. Traditional: Hear a real-world case study of a $20M brand that shifted 100% of its ad spend from Meta to TikTok advertising and influencer marketing, all thanks to survey data.✅ Breaking the "Doom Loop": Strategies to escape over-saturating channels based on misleading metrics and reallocate your ad spend allocation effectively.✅ The Science of Surveys: Why proper survey design and statistical rigour are essential for generating reliable customer behaviour insights, and how Fairing's AI helps.✅ AI's Role in Measurement: From auto-classifying open-ended responses to the exciting future of AI creative in Connected TV (CTV) and synthetic audiences.✅ Overrated vs. Underrated Metrics: Matt's surprising takes on what e-commerce metrics marketers should truly value.If you're a marketer, CMO, or business leader tired of flying blind, this episode is a must-listen to harness the power of direct customer voice and drive smarter, more data-driven decisions.Important Highlights:00:00 - The Genesis of Fairing: From Startup Pivot to Attribution Solution02:27 - The Attribution Black Hole: Pixel-Only Tracking's Flaws & Fairing's Value05:00 - The Science of Surveys: Designing for Accuracy and Recall08:47 - Beyond Last-Click: De-siloing Data for Actionable Insights10:10 - AI in Attribution: Augmenting Human-in-the-Loop Data13:59 - Real-World Impact: The TikTok vs. Meta Case Study16:18 - Bridging Marketing Measurement with Finance Teams18:11 - Educating Marketers: Cultivating Survey Literacy & Data Trust22:49 - The Future of AI: Creative, Synthetic Audiences, and Connected TV25:01 - Lightning Round: Metrics, AI Tools, and Workflow Insights29:02 - Lightning Round: Debunking Myths & Quick Wins for Brands31:11 - Conclusion: Embrace the Customer Voice for Strategic GrowthConnect with Matt Bahr on LinkedIn: https://www.linkedin.com/in/matthewbahr Connect with Rohit on LinkedIn: https://www.linkedin.com/in/rohitmah/Learn more about Lifesight: https://lifesight.io/🔔 Subscribe to Full Funnel for more conversations with the leaders shaping the future of AI in marketing!