Activity-to-Insight

Marketing accounts for what it spent, what it did, and what the organization got back. A run starts when a reporting period closes on the calendar, when the attribution model misses by more than the department will accept or a new channel starts sending traffic it has no rule for, when a hypothesis is accepted for testing, or when a period of deals closes and somebody wants to know why they were won and lost. The performance report asks every campaign, every published piece and every channel for the same things, sets each result beside what that run said it would do, and goes out on its date with any source that did not answer marked as missing. The attribution work decides how credit for a conversion is divided across the touches that came before it, and when the model changes, leadership and finance make a separate decision about the reports already published under the old one. The other two processes go and get evidence the reports cannot produce: a conversion experiment tests one change against the version it replaces and holds the run to the length it was sized for, and a win-loss study interviews the buyers on both sides of the period's closed deals, because the reason already sitting in the record was written by somebody who works here.