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How to measure ecommerce marketing performance across channels
Marketing budgets are under pressure… but most brands still don’t know what’s actually working.
In this episode of Marketing in the Madness, Katie Street sits down with Elissa Brown, Ecommerce Lead at AppsFlyer North America, recorded in Las Vegas.
They unpack what’s really changing in ecommerce right now and why measurement has become one of the biggest competitive advantages a brand can have.
Because the way people buy has changed… fast.
From social discovery to AI validation, to mobile apps and back again, the customer journey is no longer something you can neatly track.
And most brands are still trying to.
Chapters:
00:00 Introduction & why ecommerce is changing so quickly
02:00 Elissa’s role at AppsFlyer & what brands are struggling with
05:00 Why measurement is becoming the most important capability
08:30 How consumer buying journeys have fundamentally shifted
11:30 The role of AI and LLMs in purchase decisions
15:00 Why last-click attribution is no longer enough
18:30 The reality of omnichannel behaviour today
22:00 Why mobile apps are driving higher value customers
26:00 The biggest mistakes brands are still making
30:00 What high-performing brands are doing differently
35:00 Where ecommerce and measurement are heading next
Customer journeys aren’t just multi-channel anymore. They’re unpredictable.
And if you can’t measure them properly… you can’t optimise them.
In a world where AI is reshaping discovery, and attention is fragmented across platforms, the brands that win will be the ones that understand the full picture.
Not just the last click.
Listen now to understand what’s actually driving performance in modern ecommerce.
Subscribe to the podcast:
Spotify: https://open.spotify.com/show/2UUIgMdZ6FdSCrux5BY7PI?si=c48bdbecb5be4a6e
Apple Podcasts: https://podcasts.apple.com/us/podcast/marketing-in-the-madness/id1688996981
Connect with us:
Elissa Brown
LinkedIn: https://www.linkedin.com/in/elissa-brown-a099b95/
Katie Street
LinkedIn: https://www.linkedin.com/in/katiestreet/
Instagram: https://www.instagram.com/streetmate/
AppsFlyer
AppsFlyer for e-com: https://bit.ly/4t9nELP
Omnichannel guide: https://bit.ly/4mMxGQV
Marketing in the Madness
LinkedIn: https://www.linkedin.com/company/marketing-in-the-madness-podcast/
Instagram: https://www.instagram.com/marketinginthemadness/
Street Agency
https://street.agency/
https://www.instagram.com/street.agency/
https://www.linkedin.com/company/streetagency/
#ecommerce #digitalmarketing #marketingstrategy #AIinmarketing #attribution
View all episodes
By Marketing in the MadnessMarketing budgets are under pressure… but most brands still don’t know what’s actually working.
In this episode of Marketing in the Madness, Katie Street sits down with Elissa Brown, Ecommerce Lead at AppsFlyer North America, recorded in Las Vegas.
They unpack what’s really changing in ecommerce right now and why measurement has become one of the biggest competitive advantages a brand can have.
Because the way people buy has changed… fast.
From social discovery to AI validation, to mobile apps and back again, the customer journey is no longer something you can neatly track.
And most brands are still trying to.
Chapters:
00:00 Introduction & why ecommerce is changing so quickly
02:00 Elissa’s role at AppsFlyer & what brands are struggling with
05:00 Why measurement is becoming the most important capability
08:30 How consumer buying journeys have fundamentally shifted
11:30 The role of AI and LLMs in purchase decisions
15:00 Why last-click attribution is no longer enough
18:30 The reality of omnichannel behaviour today
22:00 Why mobile apps are driving higher value customers
26:00 The biggest mistakes brands are still making
30:00 What high-performing brands are doing differently
35:00 Where ecommerce and measurement are heading next
Customer journeys aren’t just multi-channel anymore. They’re unpredictable.
And if you can’t measure them properly… you can’t optimise them.
In a world where AI is reshaping discovery, and attention is fragmented across platforms, the brands that win will be the ones that understand the full picture.
Not just the last click.
Listen now to understand what’s actually driving performance in modern ecommerce.
Subscribe to the podcast:
Spotify: https://open.spotify.com/show/2UUIgMdZ6FdSCrux5BY7PI?si=c48bdbecb5be4a6e
Apple Podcasts: https://podcasts.apple.com/us/podcast/marketing-in-the-madness/id1688996981
Connect with us:
Elissa Brown
LinkedIn: https://www.linkedin.com/in/elissa-brown-a099b95/
Katie Street
LinkedIn: https://www.linkedin.com/in/katiestreet/
Instagram: https://www.instagram.com/streetmate/
AppsFlyer
AppsFlyer for e-com: https://bit.ly/4t9nELP
Omnichannel guide: https://bit.ly/4mMxGQV
Marketing in the Madness
LinkedIn: https://www.linkedin.com/company/marketing-in-the-madness-podcast/
Instagram: https://www.instagram.com/marketinginthemadness/
Street Agency
https://street.agency/
https://www.instagram.com/street.agency/
https://www.linkedin.com/company/streetagency/
#ecommerce #digitalmarketing #marketingstrategy #AIinmarketing #attribution