- All that matters is that the company surpassed its sales goal. Don’t fix what isn’t broken. Keep doing exactly what you’re doing, because it’s working really well.
- Realize the customer journey can be very long and complex, and put together a proposal to incorporate data-driven attribution.
- Remind your company that what you should be measuring is transactions, not customer behavior. The only touchpoint that matters is the last click.
- Assume the data is correct and advise your company to invest in the channels that are clearly performing best and reduce mobile investment.
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