A customer may have different needs at different points in time but they expect that the relationship with you remains. For that reason, any organization that is serious about transformation must create processes and technologies that build mutually beneficial, lifetime brand/customer relationships.
If you don’t know what worked and why, how are you going to repeat the process again and again and increase your revenue? How will you ensure you are spending your budget and time on the right mix of tactics? Marketing attribution is hard work but it helps you focus on the things that work and stop doing things that don’t.