The Architecture of Truth: Why E-Commerce Attribution Fails at the Data Layer—And How Data Engineers Can Fix It
Executive Overview For decades, the digital marketing ecosystem has been locked in a circular, often contentious debate over attribution models. Growth teams, performance marketers, and finance executives routinely lock horns over the ideological superiority of last-click versus data-driven attribution (DDA). Yet, behind these boardroom arguments lies an inconvenient truth that seasoned data architects and analytics…
