Attribution is a decision tool, not a report
Most SME attribution projects fail because they chase perfect multi-touch credit instead of a signal that improves the next budget decision. Start with a pragmatic model you can defend.
Build the measurement spine first
Set up GA4, a server-side tag layer, and a clean CRM. Without clean event data flowing into one place, every downstream model is noise.
A defensible baseline
- Media mix regression on spend vs. revenue
- Geo holdouts for new market tests
- Incrementality experiments on the campaigns you most doubt
What most teams miss
The single biggest lift is not a fancier model — it is getting reliable, deduplicated revenue events attached to your campaign touchpoints. Do that before you buy any modeling tool.