Tag: attribution
-
Why the MQL is costing you revenue, and what to measure instead
The MQL rewards volume the board cannot bank. Fewer than 13% convert to sales-qualified and under 1% close. Retire MQL volume as a board metric and measure revenue-integrated outcomes instead.
-
Why does identity resolution fail, and how do you fix it?
Identity resolution is the layer every other data project stands on, and the one most teams skip. Below 60% coverage your personalisation and attribution are guesses. Build the spine deterministically.
-
How do you measure marketing across offline and digital channels?
Digital gets over-credited because it is easy to track. Offline and brand do the work and take the blame. The fix is marketing mix modelling, with geo-lift experiments as the tie-breaker.
-
The Governance Trap: How You Are Killing Your Own Data (3 of 3)
Half your data decay is self-inflicted. You capture age instead of DOB. You expire cookies faster than the law requires. None of this is the regulator fault. It is a design choice you can reverse.