Branded Search Gets Overvalued
Someone sees an ad on social media, thinks it over for a few days, then searches the brand name directly before buying. The search click gets full credit, even though it wasn't the reason the person started looking.
Workshop Series · Marketing Attribution
See Which Touchpoints Actually Earn the Conversion
Most dashboards hand full credit to whichever channel happened to close the deal. This workshop series walks marketing and analytics teams through the data, the models, and the conversations needed to see the fuller picture, one channel at a time.
The Core Problem
Why Last-Click Still Misleads Teams
Last-click attribution assigns full credit to the final touchpoint before a conversion happens. It is easy to set up and easy to read in a meeting, which is exactly why so many teams still lean on it. The trouble starts when budget decisions follow that single number without question.
Upper-Funnel Channels Look Weak
Display, social, and early-stage content rarely appear as the final click. Reports built only on last-click make these channels look ineffective, so they're often the first ones cut when budgets tighten.
Offline and Dark Social Disappear
Conversations in group chats, forwarded emails, and word-of-mouth referrals leave no tracking parameter behind. Last-click treats them as if they never influenced the decision at all.
Email Gets Credit It Didn't Fully Earn
A reminder email sent right before checkout often claims the win in reporting, even when three earlier touchpoints did most of the actual persuading over the prior weeks.
Session Structure
What Each Session Covers
Every workshop is built around the same four working blocks. The order can shift depending on a team's data maturity, but the substance stays consistent.
Multi-Touch Mapping Exercises
Teams bring an actual customer journey from their own business and map every touchpoint by hand, from the first ad impression to the final purchase. Only after the manual map is finished does the group compare it against what their existing tools report. The gap between the two is usually where the real discussion begins.
Channel-Level Data Review
A working session spent inside the team's actual dashboards, looking at where tracking is missing, duplicated, or simply misread. This part is deliberately unglamorous. It is also where most attribution confusion starts, long before any model gets applied.
Facilitated Team Discussions
Marketing, sales, and analytics rarely agree on what a channel is actually contributing. This block puts those disagreements on the table on purpose, using shared evidence from the mapping and data review rather than whichever report someone brought in.
Decision Frameworks You Keep Using
The session ends with a simple, repeatable framework for weighing attribution models against a team's own data maturity. The point is that the team leaves with a method they can apply again on their own, not a one-time verdict that expires the following quarter.
Format Detail
Inside a Typical Session
A standard two-day format breaks into four modules. Shorter and longer formats compress or extend these same blocks.
Orientation
Shared vocabulary for attribution models, common terms, and where each model tends to fall short.
Data Audit
A structured look at existing tracking setups, tagging gaps, and where reports quietly disagree with each other.
Model Comparison
Running the same journey through last-click, linear, and position-based views to see how the story changes.
Application Planning
Turning the session's findings into a short document the team can reference during the next budget conversation.
Bring This Workshop to Your Team
Sessions are scheduled individually based on team size, current tooling, and whether the format runs on-site or remote.