It’s 2015, and in case you’ve forgotten the significance of this, 2015 was (or is) the year Marty McFly traveled back to the future in Part II of the Spielberg trilogy.

Back to the Future II put forth a prediction of what the world might look like three decades later, the film can also be looked at for what it failed to predict⎼⎼namely selfies, selfie sticks, and a solution to the problem of understanding lead history.

You see, in Part II, Marty McFly had more than a few messes to contend with. Chief among them was the fact that he couldn’t easily pinpoint the origin of the events that, to paraphrase Doc Brown, had “disrupted the fabric of the the space-time continuum.”

From Biff Tannen’s stealing of the Delorean to where Doc disappeared to after being struck by lightning, Marty had to rely on Western Union telegrams, sleuthing, and good ole-fashioned guesswork to determine what happened to the time machine, where it had been to, and when.

For marketers, this is no longer a problem.

Marketers, today, can measure the origin and history of every consumer event, and then act on the answers to key questions such as:

  • When was the lead really generated?
  • How often has this consumer, or his/her device, been associated with other leads?
  • How long did the consumer spend on the lead form?
  • How many other companies have audited the lead before I received it?
  • And many more

The result of measuring all of this is that the marketer’s path to identifying the best consumers, attracting and converting more of them, and improving the customer acquisition channel, is a shorter one.

So in celebration of the future, let’s be thankful for the fact that, even today, knowing the origin and history of consumer events is easier than even Hollywood could’ve imagined.

Now if we could just figure out how to hydrate pizzas, we’d be in for a real treat.