MKT.10:8 - Common Anti-Patterns and How to Avoid Them

Anti-pattern	Correction
Crediting the last contact with every subsequent purchase.	Distinguish the attribution rule from the causal contrast needed for the decision.
Calling a survey score the customer’s achieved result.	Observe the claimed outcome or narrow the conclusion to the reported experience.
Fitting more variables until the answer looks persuasive.	Obtain the causal model and identification grounds before interpreting estimates.
Declaring success from a positive point estimate alone.	Compare meaningful magnitudes, uncertainty and the cost of the wrong action.
Expanding a supported pilot into an unsupported service queue.	Re-establish the intervention and capacity conditions for the proposed population.