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Your attribution data can predict the future - you're just asking wrong questions

Your attribution data can predict the future - you're just asking wrong questions

The event streams that tell you "what caused this conversion?" also tell you "who's about to churn" - but nobody's running those queries.

Pallas Advisory
November 05, 2025 • Estimated Reading Time: 6 minutes

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Welcome, AI Strategists

💫 Current thoughts: Attribution discovery for a client revealed everyone's designing for the wrong questions. The event streams that answer "what caused this conversion?" also answer "what's about to happen?" - but implementation decisions bury this capability. Real examples of query patterns that unlock operational intelligence, honest timeline for data requirements, and why $50K platforms are mostly query engines on infrastructure you're already building.

Weekly Blog

Event-Sourcing for Attribution: What Discovery Actually Revealed - Pallas Advisory

Attribution and operational intelligence use identical event infrastructure with different queries. Event streams answering "which channel drove conversion?" also answer "who to contact next?" Platforms charging $50K-$500K annually run queries on attribution data you already capture. Key insight: design event schemas for engagement depth (scroll, time, clicks) not just counts (views, opens).

pallasadvisory.com/2025/11/04/attribution-discovery-operational-intelligence

AI News Roundup for SMB Decision-Makers and Marketing Professionals

AI Is Reshaping ABM: How B2B Marketers Can Unleash Their Fullest Potential

Discover how AI is transforming account-based marketing by enhancing precision, speeding execution, and redefining the balance between technology, strategy, and human relationships in modern B2B programs.

www.marketingprofs.com/articles/2025/53933/ai-in-account-based-marketing-execution-targeting

98% of market researchers use AI daily, but 4 in 10 say it makes errors — revealing a major trust problem

A new survey reveals that 98% of market researchers now use AI daily, but growing concerns over accuracy, data quality, and trust highlight a critical paradox in the industry's rapid adoption.

venturebeat.com/ai/98-of-market-researchers-use-ai-daily-but-4-in-10-say-it-makes-errors

What is AI transformation?

AI transformation fails when treated as a destination rather than a capability-building process. The framework that matters: leadership commitment, cultural permission to experiment, accessible orchestration tools, and governance that enables rather than gatekeeps.

zapier.com/blog/ai-transformation

AIOps Is Booming — So Why Isn’t The Payback Obvious?

The AIOps investment gap reveals a fundamental problem: we're buying technology before defining success metrics. Without clear KPIs and baseline measurements, even legitimate improvements remain invisible. Start with the outcome you need, then find the tool—not the other way around.

www.forbes.com/sites/kolawolesamueladebayo/2025/11/04/aiops-is-booming---so-why-isnt-the-payback-obvious

AI browsers are a cybersecurity time bomb

Your smart browser is a dumb security risk.

www.theverge.com/report/810083/ai-browser-cybersecurity-problems

Are you AI-literate? This test can tell you

AI literacy can boost career progression, and over 80% of leaders say that new worker skills are needed in the age of AI.

www.fastcompany.com/91430394/ai-literacy-test

Why Being Small Is Suddenly The Ultimate AI Advantage

Smaller companies can move faster with AI because of their speed and streamlined decision-making process.

www.forbes.com/sites/arafatkabir/2025/11/04/why-being-small-is-suddenly-the-ultimate-ai-advantage

Prompt of the Week:

Claude remembers your conversations - which means it's seen patterns about how you actually show up. This week's prompt asks Claude to assess whether you give Main Character Energy (you're driving the narrative, Claude's your co-star) or NPC Energy (you show up with the same quest, Claude's managing you) - and whether that's working for you or holding you back.

Based on everything we've discussed in our past conversations - how you ask questions, what problems you bring, how you respond to suggestions, what patterns keep repeating - assess my conversation energy:

Am I giving Main Character Energy or NPC Energy?

Then tell me:
- The specific pattern that reveals which one I am
- My signature move that shows up in every conversation
- Whether this energy is working for me or holding me back
- What it says about how I approach problems in general
- The one thing I'd need to change to flip to the other energy (if I wanted to)
- A brutally honest one-line assessment of my conversation style

Don't ask me to describe myself - use what you actually know from our conversation history. And be honest, even if it stings a little

Simplify Training with AI-Generated Video Guides

Are you tired of repeating the same instructions to your team? Guidde revolutionizes how you document and share processes with AI-powered how-to videos.

Here’s how:

1️⃣ Instant Creation: Turn complex tasks into stunning step-by-step video guides in seconds.
2️⃣ Fully Automated: Capture workflows with a browser extension that generates visuals, voiceovers, and call-to-actions.
3️⃣ Seamless Sharing: Share or embed guides anywhere effortlessly.

The best part? The browser extension is 100% free.

Check out Guidde

Just Because

🤖 Companies discovering AI can't actually do the work, but hey, at least they saved money firing everyone who could.
🔮 After 800 episodes, The Simpsons has "predicted" maybe 17 things—a worse track record than your daily horoscope.
🤖 AI agents earn $1,810 out of $143K on freelance gigs—turns out they're just really expensive interns.
🤨 Well This Sucks: Job search survival kit 🎉
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