FROM THE ORIGINAL BOOK GLOSSARY
Demand Provenance is the recoverable history of how demand has formed and moved, to the extent that the available evidence allows it to be reconstructed.
The channel of the final transaction is part of that trajectory, but it does not establish the origin of demand on its own. What cannot be reconstructed remains unknown.
THINK ABOUT IT
Why did this person choose the business in the first place?
The booking may arrive through an intermediary. The reason for choosing you may have started with a recommendation months earlier. The final channel is not the full story.