Applying a single attribution model, like last-touch, to all channels is a mistake. It undervalues top-of-funnel activities and can lead to budget cuts that starve the pipeline. Instead, measure each channel based on its intended outcome and funnel stage.

To accurately measure brand performance, marketers should create a composite "brand health score." This involves weighting multiple metrics—such as PR, AI visibility, traffic, and social media engagement—into a single, holistic score that provides a more comprehensive view than any individual channel metric could.

Due to signal loss from cookie deprecation, no single model like MTA or MMM is sufficient. The new gold standard is using all available algorithms together in a machine learning framework, allowing them to influence each other for a more accurate ROI picture.

Many marketers mistakenly use attribution models for precise instructions. Instead, they should be used directionally to understand which channels are generally performing better, without treating the data as absolute truth that dictates every specific action.

Early TV tests for DTC brands often focus on a strict Cost Per Acquisition (CAC). As a business scales into omnichannel, the definition of "performance" must expand. Success metrics should include the halo effect on other channels, like branded search lift and increased sales on Amazon.

Don't judge channels like Facebook Ads or direct mail in isolation. True marketing success comes from a 'marketing mix' where multiple touchpoints—like yard signs, retargeting ads, and wrapped trucks—work together to create a compounding effect that builds brand recognition and momentum.

Repositioning Marketing Mix Modeling (MMM) from a purely financial ROI calculation to a measure of consumer response and brand health can secure broader organizational buy-in, especially from brand-focused teams.

Shift the mindset from a brand vs. performance dichotomy. All marketing should be measured for performance. For brand initiatives, use metrics like branded search volume per dollar spent to quantify impact and tie "fluffy" activities to tangible growth outcomes.

Solely judging marketing by last-touch attribution creates a false reality. This narrow metric consistently favors predictable channels like search and email, discouraging investment in brand building and creative storytelling that influence buyers throughout their journey. It's a losing battle if it's the only basis for decision-making.