Introduction
Most businesses believe they understand where growth comes from.
In reality, attribution is often deeply flawed.
This leads to poor decisions at scale.
Why Attribution Fails
Common issues include:
- Platform-reported metrics treated as truth
- Over-attribution to last click
- Inconsistent tracking across channels
- No alignment with finance data
The result is false confidence.
The Cost of Bad Data
Poor attribution leads to:
- Overspending on unprofitable channels
- Under-investing in high-impact activity
- Misaligned incentives
- Board-level mistrust of digital reporting
Over time, this destroys value.
What Decision-Grade Data Looks Like
For EVOS, effective attribution:
- Aligns marketing, finance, and operations
- Focuses on incrementality, not vanity metrics
- Is understandable at board level
- Supports confident resource allocation
Dashboards vs Decisions
Most dashboards inform activity.
Few inform decisions.
The difference is clarity of purpose.
EVOS Perspective
Attribution is not a technical exercise — it is a commercial one.
Good data enables confident growth. Bad data creates hidden risk.
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