Teams dispute channel contribution because no shared model exists.
When every team uses a different attribution model, channel performance becomes a political debate instead of an analytical one. A single documented methodology is what ends the argument.
Hopkins on settling disputes: "not by arguments around a table." Agree on the method once, then let the data end the debate.
• Conflicting reports
• Teams using different tools or sources — inconsistent metrics or storylines
Owned — Content undervalued in pipeline.
Earned — PR impact disputed.
Paid — Channels claim credit.
Analytics — Multiple attribution models used ad hoc.
AI — AI recommendations vary due to model assumptions.
• Choose and document attribution model
