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