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AI-ready · Judgment

A multi-touch attribution model shows paid social driving a spike in conversions last quarter, and the recommendation is to shift budget there — but you suspect the model is over-crediting the channel. How do you validate that before signing off on the reallocation?

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Attribution models have a structural bias problem — they credit whatever channel sits most visibly in the tracked touchpoints, and paid social is often over-represented simply beca…

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