Attribution · The unobservable · Element
The influences
What affects the decision and cannot be tracked.
The part
What it is
Recommendations, prior awareness, offline conversations, and having seen the organisation somewhere years earlier.
Buyers name these readily when asked, which is why buyer interviews are the only correction available.
The smallest level
The attributes it carries
Each attribute is one of the framework’s shared types. What a date is, and how it is written, is defined once for the whole model — the note here says what it means in this particular place.
The other elements in the unobservable
The misassignment
Where the credit currently lands instead.
LearnThe proxy
What can be measured instead.
Learn