MKT.10:2 - Problem

A dashboard can show impressions, replies, purchases, satisfaction and expenditure without explaining whether an intervention helped. People who receive more support may have harder problems; customers already more likely to achieve the outcome may select themselves into a trial; demand may rise during the campaign for another reason. Assigning revenue to the most recent contact describes a rule of attribution, not the result under an alternative contact policy.

Begin from the decision and its contrast. Define observations that retain their meaning, obtain an adequate comparison when a causal conclusion is needed, and combine that result with the whole economic and operational consequence. Choose the action in light of what the answer establishes and what a mistaken choice would cost.