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A silver pocket compass with a brass ring, its glass face shattered into spiderweb cracks, resting on a pale blue surface, symbolising misdirected attribution.
Latest ·

Why Your Attribution Model Might Be Measuring the Wrong Customer

Every attribution model assumes the person who converts is the person who drove the decision. In businesses where the buyer and the user are different people, that assumption quietly misdirects your budget. Here is how I found it at Tynker, and a three-step audit you can run.

Lomit Patel, Growth & marketing leader
Several glistening, clear blue ice cubes stacked in a pile, beaded with condensation, slowly melting, representing anonymity that erodes over time.

Can Customer Data Ever Be Truly Anonymous?

Anonymous today does not necessarily mean anonymous tomorrow.

Dela Quist, Strategic advisor, writer & speaker, DQ Consulting
A small seedling with four broad leaves pushes up through a wide crack in dry, deeply fissured earth, representing growth returning to depleted ground.

The Growth You Are Borrowing From Your Own Brand

Revenue tells you what a business earned this year. It does not tell you what it spent to earn it. Price-led growth is spent from an account nobody reports on.

Ipalibo Da-Wariboko, Founder & CEO, CULT+MATH
An orange rope frayed almost through, its two ends held together by a few thin strands against a dark background, standing for a customer relationship close to breaking.

The Business Cost of Turning Loyal Customers Into Transactions

Customer lifetime value tells businesses what a relationship is worth. Price equity can tell them when they’re putting that relationship at risk.

Lomit Patel, Growth & marketing leader
A heavy steel bank vault door, ajar and glowing with light at its rim, representing the hidden exposure that comes with opening up customer data to partners.

Do You Know What Data You’re Leaking to Your Partners?

With permission comes responsibility, not just for the data you collect, but for what happens after you share it.

Dela Quist, Strategic advisor, writer & speaker, DQ Consulting
Black-and-white rippling water reflecting distorted tall buildings, standing for the unclear picture that emerges before scaling AI.

Before You Scale AI, Diagnose What You’re About to Multiply

Your AI pilot can succeed while the commercial case for scaling it remains unproven. Before you commit more budget, establish whether it removes a constraint, moves the queue elsewhere or makes an expensive mistake easier to repeat.

Chris Wheeler, Chief systems operator, C. Misselwitz & C. Wheeler letsrocc GbR
Lomit Patel, Growth & marketing leader
In their words

“Customers rarely abandon a brand over a single bad transaction. They abandon it when enough transactions change what they believe about the relationship.”

Lomit Patel, Growth & marketing leader
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