Metrics and measurement
Attribution is the rule by which a company decides which channel, department or touchpoint gets credit for a sale.
It becomes the joint where money leaks whenever that rule stays implicit: as long as the origin of a lead and the place of delivery live in two separate records, attribution is one opinion against another, and in the boardroom the last speaker wins. The rule gets written first, and it holds for everyone.
An example
A customer checks the price on a phone while standing in the shop, then buys online. The act is one, and inside the company its attribution is contested between two divisions with two sets of accounts and two bonus schemes: the fix starts with a single record that keeps the lead's origin and the place of delivery together.
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