Marketing & Growth
Why First‑Touch Attribution Is Holding Your Ad Spend Hostage (And How Data‑Driven Models Free It)
It was 9 a.m. on a rainy Tuesday in 2023 when my inbox pinged with a terse Slack message: “We need to cut Instagram spend by 30% - ROI looks flat.” I was fresh off a coffee, still half-asleep, and my brain instantly ran to the dashboard that had