Within 90 days: a validated attribution model, a live channel contribution dashboard, and 2–3 optimizations that improve cost per opportunity or conversion rate.
A step-by-step playbook AAJ runs with you to deliver reliable attribution and data-driven budget decisions.
Request scopeSee the Sprint PlanIdeal clients: B2B SaaS and high-consideration services with a sales motion (demo, trial, or proposal) and $0.5M–$50M ARR.
Stakeholders involved: Head of Marketing, Growth Lead, Analytics/Marketing Ops, Sales Ops, and a technical owner for tracking.
Upfront alignment so we move fast once the sprint starts.
Primary conversion to optimize (demo booked, trial start, paid conversion).
Reporting cadence (weekly signals; monthly model review).
Source of truth for revenue (CRM opportunity stage mapping).
Tolerance for opacity: prefer transparent rule-based models first; adopt algorithmic models only after validation.
How we choose the right attribution model for your business.
| Model | When We Recommend | Pros | Cons |
|---|---|---|---|
| Last Click | Low data volume; quick sanity checks | Simple; transparent | Overweights final touch |
| Linear | Want multi-touch visibility quickly | Easy to explain; fair credit | Treats all touches equally |
| Time Decay | Short sales cycles | Rewards recent touchpoints | May undercredit early awareness |
| Position Based | First + last both matter | Balances early and late influence | Weighting is arbitrary |
| Data Driven / Algorithmic | High volume and identity stitching | Potentially most accurate | Requires data, opaque; validate with experiments |
Deliverables
One-page Attribution Health Audit (data sources, event inventory, identity readiness, UTM hygiene).
Client input: Grant analytics and CRM access; assign tracking owner.
Week 2–4Deliverables
Event Inventory Spreadsheet; implemented missing events; baseline dashboard with last 90 days.
Client input: Event duplication <2%; CRM match rate target >85%.
Week 5–8Deliverables
Parallel model outputs (last click, linear, time decay, recommended model); Model Comparison Report.
Deliverables
Live attribution dashboard, SOP pack (weekly review checklist, experiment brief, model change log), training session.
Each experiment includes a hypothesis, primary metric, duration, success threshold, and attribution validation method.
Client-ready assets you receive throughout the engagement.
Event inventory, identity gaps, UTM hygiene, top 5 quick wins.
Event name, category, firing status, owner, notes.
Hypothesis, metrics, setup, duration, success threshold.
Side-by-side model outputs and variance analysis.
Overview, Channel Contribution, Experiment Results, Data Health.
Weekly review checklist, model change log, governance rules.
60-minute walkthrough for marketing and sales.
Your live attribution dashboard at a glance.
Model Variance: Show % difference between models for top 3 channels and flag >20% variance for review.
How decisions get made and who owns what.
Weekly Attribution Review (15–30 min)
Check data health, experiment signals, and recommend budget shifts.
Budget Reallocation Rule
Move up to 10–20% incremental budget to channels with sustained green signals and acceptable CAC.
Model Change Log
Record model changes, rationale, and experiment evidence.
Access Controls
Only analytics owners can change event definitions or model weights.
Attribution Health Audit + prioritized fixes.
Fixed feeFull implementation, parallel modeling, experiments, dashboard, SOPs.
MonthlyWeekly reviews, experiment design, dashboard maintenance, and model governance.
Building complex models before data readiness.
Prevention: Start with rule-based models and run validation experiments before adopting algorithmic models.
Platform metric mismatch.
Prevention: Reconcile via raw touch exports and consistent conversion definitions.
Over-gating insights.
Prevention: Present multiple models side-by-side and use experiments as tie-breakers.
Client
B2B SaaS (anonymized)
Problem
Unclear channel contribution; rising CAC.
Action
Implemented event taxonomy, ran parallel models, validated with paid search spend shift and landing page test.
Result
Identified over-credited display channel; reallocated budget to search and nurture; cost per opportunity improved 28% in 8 weeks.
Three steps to launch your attribution sprint.
1Approve kickoff and share analytics + CRM access.
2Confirm primary conversion and stakeholder list.
3Schedule 60-minute kickoff to run the Attribution Health Audit in week 0.
Request scopeCall (510) 516-6170