How omnichannel brands like DECJUBA and Blue Illusion are unifying their online, in-store and loyalty data to fix the attribution gap that's quietly distorting paid media decisions. Aaron Luxmoore (Head of Strategy at Lexer) joins Nathan and Ibra from BSD to break down customer unification, AI-ready data, and why incrementality (not ROAS) should guide budget allocation across channels.

$5m+ p/yr brands get a free audit here: https://bsd.bluesensedigital.com.au/free-audit62960571

00:00 Intro
01:11 Why omnichannel brands spend less on media than you'd think
02:25 The fragmented data problem across POS, ecom and loyalty
03:43 Why in-store conversions get stripped out of online ad attribution
06:54 Why new customer acquisition has to be the foundation of paid media
07:57 Building a single customer view (and why AI needs it)
11:33 Letting the data shape the strategy, not the other way around
12:48 The DECJUBA launch that flipped our channel assumptions
14:16 What good vs. poor incrementality testing looks like
16:23 Using customer data to decide where to open and close stores
19:35 The metric hierarchy: CAC, aMER, contribution margin
21:36 What a first engagement with Lexer and BSD looks like
24:39 Why in-platform attribution is a signal, not a verdict
25:54 Blue Illusion: excluding 80% of existing customers from prospecting
27:09 Closing: get your data right before AI gets involved

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