The Attribution Fallacy: Why Your E-Commerce Data Layer Is Broken (And How to Fix It)
Executive Overview In the high-stakes world of e-commerce, few rituals are as predictable—or as futile—as the quarterly attribution debate. Around glass-walled conference rooms and Slack channels alike, marketing teams lock horns over the superiority of last-click versus data-driven models, agonizing over fractional percentage shifts in channel credit. Yet, these fierce arguments fundamentally miss the point….
