As someone who has spent 15 years growing large brands to XL, I can tell you the biggest blind spot is attribution. Traditional models systematically under-value upper-funnel creative. Northbeam’s CDV model changed the game for us. We can finally prove what we’ve always known: the creative that builds consideration on first impression drives purchase decisions, three, four, five, even ten touchpoints later. We're no longer guessing which storytelling approaches build brand equity. We can see which themes, hooks, and visual styles create compounding lift across the funnel, then scale those insights across our entire creative testing engine.