Russell is the CEO of CUBED, a marketing attribution platform. He has over 15 years of experience in marketing. The document discusses how focusing only on revenue ignores the value of consumers in the middle of the marketing funnel. It shows how attributing sales across multiple marketing channels more accurately reflects their true contributions rather than just assigning value to the last click. Looking at pre-conversion, during visit, and post-conversion engagement with content allows prioritizing categories for expansion based on strategic goals. Understanding a customer's full journey and propensity to convert over visits better predicts future purchasing behavior.