Business function
Marketing
Reliably connects consent, campaigns, and attribution — channel truths with privacy and sales handoff.
Load-bearing: KPI and Ownership; PII is neighbor. KPI, Ownership · Concept · Shared standard · 8 pillars
Download decision card (PDF) Fill first decision Fill deal card Partial scope / service
Kundenschmerz points and controls
Typical business problems
- Attribution without shared grain
- Consent and use diverge
- Campaign IDs without a catalog
Typical controls
- Consent and preference contracts
- Campaign and channel products
- Attribution models with owners
How we remove it
- Shared attribution grain with Sales; the model tool is Influence
- Consent purpose in the contract before tracking fields (Brief Legal/Privacy)
- Campaign ID as a product key in the catalog — harvest alone is not enough
Related roles
Recommended learning paths
Recommended tools
- Fill first decision Capture decision question, data product, owner, or vacancy for the first workshop. tool
- Fill deal card Clarify customer situation, value claim, offer package, and handoff for this function. tool
- PII policy generator Secure consent and purpose binding tool
- KPI definition Lock attribution and funnel metrics tool
- Join Pack (next domain) Do not freeze campaign id as customer identity tool
- Governance project intake After the launch handoff, not as a suite inventory tool
- Decision brief Write consent purpose and campaign id tool
Recommended stories
1 series 6 stories
Not the full catalog — open Stories filtered to this function