Customer Journey · Attribution · Component
The unobservable
What influences purchase and cannot be tracked, named so that its effect is not assigned to something else.
The deliverable
What it is
Word of mouth, a conversation at a conference, a recommendation from a colleague and years of accumulated awareness all influence purchase and appear in no system.
Their effect does not disappear; it is assigned to whatever trackable touch happened last. That is the single largest source of error in channel decisions.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The influences
What affects the decision and cannot be tracked.
3 attributes: Influence · Mentioned by · Trackable
LearnThe misassignment
Where the credit currently lands instead.
3 attributes: Credit lands on · Inflation · Adjusted for
Learn
A channel whose reported performance is implausibly good is usually receiving credit for something untracked.
The other components in attribution
The model
Which attribution approach is used, and what it systematically over- and under-credits — because every model is wrong in a known direction.
LearnThe holdout
What has actually been tested by withholding, and what it showed — the only method that answers contribution rather than correlation.
Learn