Insights
Attribution, for businesses that close offline.
What we have learned reconciling closed sales against lead sources — the methods, the failure modes, and the numbers that survive a finance review.
Industrial marketing measurement, where the buyer is a committee and the order is a PDF
Manufacturers are told their marketing cannot be measured because the cycle is long, the buyer is a group, and half the revenue goes through distributors. All three are real. None of them prevents you from knowing which inquiries became orders.
Measuring healthcare marketing without touching a medical record
Multi-site healthcare groups usually conclude that attribution is off limits because the data is clinical. It is not, because attribution does not need clinical data. What it needs is a phone number, an amount and a date, and there is a way to handle even those properly.
The franchise ad fund is a tax nobody can prove the value of
Franchisees pay into a national marketing fund and receive a report about impressions. Attribution turns that relationship from a matter of faith into a matter of record — which is exactly why some franchisors are in no hurry to build it.
The job was booked by phone, done in a van, and invoiced two weeks later
Multi-crew home and field services businesses run on phone calls and job management software, not on web forms. Which means the standard marketing dashboard is measuring the smallest part of the business and missing where the money actually is.
Self-serve signups and a sales team, arguing over the same customer
A software company with both a free trial and an enterprise sales motion has two attribution problems that contradict each other. Product analytics claims the signup, sales claims the contract, and the finance system records revenue that neither of them can explain.
Stop guessing which ads pay off.
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