Marketing is becoming more data-driven each year. Digital channels, in particular, are oblivious to the sentimental hunches of advertisers. Data simply reports the truth. The goal of advertising is to drive consumers to adopt a product or service. Conversion either happens or it doesn’t. Breaking down the consumer’s journey of completing a purchase can better increase your odds of success. At XAPPmedia, we consider three primary elements that allow advertisers to capture new customers: motivation, method and measurement.