Digital Attribution's Ladder of Awesomeness: Nine Critical Steps

Culture is a stronger determinant of success with data than anything else. Including data.
[People + Process + Structure] > [Data + Technology]
It seems hard to believe. Yet, it is so fantastically true. At least for now. At least until AGI takes over.
Why is this formula material?
The first part of the equation, for better or for worse, improves in an evolutionary manner. The second part of the equation most frequently improves in a revolutionary manner.
The challenge for Senior Leaders is that revolutions seem a lot more attractive and hence they charge full speed ahead. This results in frustration, derailed careers and a massive amount of money flushed down sad places.
Revolutions in our context, almost always fail. Evolution works. Hence, it is dangerous to overlook the super critical importance of P+P+S.
You want to win big with data, with marketing, with transformative digital yada yada and blah blah, evolve. Do so at the fastest pace you can put in place for transformation of the left-side of the above equation, and use the same pace to evolve the right-side of the above equation.
This will ensure that the people, process and structure will be smart enough to take advantage of the smart and wizbang tech.
Maybe this metaphor will help make this real.
You can’t give a toddler a Harley Davidson motor cycle. The moment your start the motorcycle, the toddler is going to start crying. It is not the mistake of the toddler, she is just a toddler after all. It is not the mistake of the Harley, it is a very cool motorcycle. The mistake is yours.
The toddler needs something to steady her, something she can push, something to exercise her legs to

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