When organizations implement multi-touch attribution, there are often questions to answer and issues to address. You might turn it on and then discover inconsistencies and all of a sudden your data is now seen as unreliable and the confidence you have built among other departments and stakeholders is now out the window. Don’t panic. Typically when you hear someone say the data is broken, it means they don’t trust the data. Still, most of the time, you are either missing something in your model or you’re over-counting something like email sends. It’s so easy to want to put all the touchpoints in there, but for something to actually get revenue association, there has to be some sort of meaningfulness to the touchpoint, some sort of inbound response.