Map Each Metric to a Decision
Design an attribution dashboard where each metric has a named decision use.
The teach: Design attribution dashboards from decisions backward. Start by listing the decisions the team actually makes: daily bid optimization, weekly tracking QA, monthly budget reallocation, quarterly incrementality testing, or executive forecast reporting. Then choose metrics that support those decisions. A platform metric may be valid for optimization but invalid for board ROI. A CRM metric may be valid for revenue accountability but too lagged for bidding. Add four labels to every dashboard section: decision, metric definition, owner, and evidence strength. Evidence strength is the guardrail. It tells viewers whether they are looking at path credit, modeled estimate, experimental lift,…
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