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Working martech recipes, filtered by readiness, outcome, vertical, time to value, and (behind more filters) KPI, stack archetype, and regulatory context. 78 recipes in the cookbook today.
Measure paid channel contribution honestly when tracking is partial, by separating what you observed from what you modeled
Get the unified spend, exposure, and conversion data clean enough for the model to produce decisions you can act on, not directional outputs that need a footnote
Pick an attribution model, lock it, document why, and reconcile its outputs against incrementality, so the channel report becomes one rule the team can defend rather than a debate per meeting