Marketing Attribution
The board asks which campaigns made money. The honest answer is that nobody knows, because the ad platform reports conversions it counted itself, analytics reports last click, and the CRM has the revenue but not the first touch. Each system is confident and they contradict each other. So the number in the deck comes from whichever tool tells the nicest story, and everyone quietly knows it.
Skynet does not fix attribution with a better model. It fixes the data problem underneath it: pulling from every system through live connectors and joining the path in one place. Where the evidence is solid it tells you. Where a gap forces a guess, it says that too — which is the difference between a number you can act on and one you can only present.
How it works
Join the systems
Connect the ad accounts, analytics, and the CRM. The revenue lives in one, the touches live in the others, and attribution is only possible once they are in the same memory.
Follow the closed deals backwards
Start from revenue rather than from clicks. Take the deals that actually closed and reconstruct what touched them, in order, across every source.
Name the uncertainty
The agent reports where the path is complete and where it is inferred. A campaign credited on solid evidence and one credited on a guess are not presented as the same thing.
Ask the budget question
With the picture assembled, ask what it implies. Where is spend going to campaigns that produce leads but not revenue? The agent proposes the shift; the call stays yours.
Build it from a prompt
Ask the question you actually need answered.
You walk into the budget conversation with a defensible view of what worked, including its limits. That honesty is what makes it useful — you can reallocate spend based on it rather than argue about whose dashboard is right.