$2.25M attribution error corrected - freed 6 FTEs for 6 months
An internal Teacher Appreciation campaign was credited with $2M in new business + $250K in renewals annually. Six FTEs spent six months per year executing it. A data audit revealed the reporting logic was misclassifying revenue: real new-business impact was ~$100K. The recommendation to reallocate freed six FTEs for higher-ROI work - profitability came from accurate data, not a flattering story.
Any-touch attribution on campaigns that include your entire existing customer base will always overstate campaign impact. Model design matters as much as the data.
