CRM & Automation
How do you measure marketing ROI?
By connecting channels and campaigns to booked revenue rather than to clicks, with the limits of the model stated rather than hidden. Multi-touch attribution is a model, not a measurement — it apportions credit using assumptions. Any vendor presenting it as exact truth is overselling.
Attribution has to be built before spend scales, not after. Retrofitting it means reconstructing history from data that was never collected for the purpose.
We separate what is causal from what is correlational in every report. Branded search lift following a visibility programme is real and worth tracking, and it is still correlation — saying so is what makes the rest of the numbers trustworthy.
Commercial · Updated 2026-08-10
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