2026-05-01attribution
Three questions for your data
Companies have a lot of data. They rarely have it managed cleanly enough to infer real conclusions from.
Production dashboards referencing the same metric are often deployed differently across teams. Sometimes within the same team.
If your data doesn't say what you think it says, it's worthless. Worse, it's leading you astray.
Similar to an airplane, getting one degree off course can turn into a 10,000-mile detour over enough time.
Three questions for any team that suspects this might describe them:
- Have you opened the hood to your data storage infrastructure recently and poked your head around?
- Have you personally tested each event to confirm it does what you think it does?
- Are your conventions established and enforced organizationally, not just documented?
If the answer to any of these is no, it's worth exploring.
If all three are no, you should call me.