Index
A business purchase can involve multiple contacts, devices and months of negotiation. Attribution helps organize signals, but does not reconstruct with certainty all the influences that led to the sale.
How to evaluate this decision
Start with the management question: compare channels, understand journeys or support budget. Define the unit of analysis between person, company and opportunity. Combine digital data with consistent business records and maintain a category for unknown origin. Different models distribute credit in different ways; Treating them as reading rules avoids confusing estimation with causality.
Criteria for comparing proposals
- Scope: explain which channels and interactions are observable.
- Identity: establish how to relate contacts without incorrectly merging companies or people.
- Comparison: maintain stable criteria when analyzing periods and model changes.
A scenario to discuss with the supplier
Hypothetical example: a director meets the company at an event and then researches the brand. The last click identifies the search, but does not demonstrate that it created the demand alone.
What to validate upon delivery
Review real opportunities with sales and compare the business narrative to the data. Show gaps and avoid dashboards that distribute all revenue without explaining the rule used.
Prepare the conversation about the project
Bring Quantum9 sources, CRM and investment decisions. The delivery must make the business reading more consistent, with documented models and limits so that the team uses the numbers correctly.
Conversion Optimization · Map the company's priority