Anti-Fragile take
Last-touch attribution is a lie everyone agrees to. Multi-touch is better but only works if your activity data is clean, deduped, and linked to canonical companies.
We build attribution on merged activity timelines in the warehouse, not on CRM campaign fields that reps never fill in.
Why it matters
Budget allocation and channel ROI decisions depend on attribution. Bad models fund the wrong channels.
How we build it
Merged activity timeline per opportunity, touchpoint weighting models, and quarterly channel ROI reports.