Sort Measurement Work by Evidence Value

Sort each backlog item by its primary evidence job. Fix data quality Explain journeys Estimate causality Operationalize decisions Normalize LinkedIn source and medium values Make original-source field required on opportunity creation Compare first-touch, assist, and last-touch paths for enterprise deals Map each channel to create, shape, capture, or retain role Run matched-market CTV lift test Hold out 20% of winback email audience Label board metrics as credited, modeled, or incremental Define evidence threshold for budget moves above $100k reach impact confidence effort

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