Attribution Mapping

Part of the Problem → Solution → Communicate framework. Validates the entire system — ensuring every initiative and content piece traces to a KPI.

Map initiatives and content to KPIs. Every initiative should trace to a KPI. Every content piece should trace to an initiative. If something doesn’t connect, question why it exists.

Philosophy

Attribution mapping is not channel attribution tracking (UTMs, multi-touch models). It’s a strategic alignment exercise: does every activity in your plan connect to a measurable outcome? Are there KPIs with no initiatives supporting them? Are there initiatives with no content fueling them?

This skill creates a clean line from North Star metric down through KPIs, initiatives, and content — and flags gaps in both directions.

Before Starting

Ask: “Do you have defined KPIs and active initiatives? Do you have an IMC plan or content calendar?”

Ideal inputs:

• KPI list from prod-funnel-planner or existing OKRs
• Initiative proposals from mkt-initiative-planner
• Content plan from mkt-content-briefs or mkt-imc

If they don’t have these, you can build the hierarchy from scratch by interviewing.

Step 1: Define KPI Hierarchy

Build the metric tree from the top down.

North Star Metric

Ask: “What’s the single metric that best captures the value your product delivers?”

Primary KPIs (3-5)

These are the levers that drive the North Star. Each should be:

• Measurable with existing tools
• Influenceable by the team
• Leading indicators (not lagging)

Supporting Metrics

Metrics that indicate health but aren’t primary targets:

Hierarchy Visualization

North Star: [Metric]
├── KPI 1: [Metric]
│   ├── Supporting: [Metric]
│   └── Supporting: [Metric]
├── KPI 2: [Metric]
│   └── Supporting: [Metric]
└── KPI 3: [Metric]
    ├── Supporting: [Metric]
    └── Supporting: [Metric]

Step 2: Map Initiatives to KPIs

For each active or planned initiative, map it to the KPI hierarchy.

Initiative-to-KPI Map

Flag: Orphan Initiatives

Initiatives that don’t clearly map to any KPI:

Ask for each orphan: “This initiative doesn’t connect to a KPI. Should we reframe it, find a KPI it supports, or consider cutting it?”

Flag: Uncovered KPIs

KPIs with no initiatives targeting them:

Step 3: Map Content to Initiatives

For each content piece or content category, map it to an initiative.

Content-to-Initiative Map

Contribution Types

Flag: Orphan Content

Content that doesn’t support any initiative:

Step 4: Coverage Analysis

Synthesize the mappings into a coverage report.

KPI Coverage

Initiative Coverage

Balance Analysis

Check for imbalances:

• Top-heavy: Too many initiatives targeting awareness, not enough for conversion/retention
• Bottom-heavy: Lots of conversion content but nothing filling the top of funnel
• Concentrated: Most effort on 1-2 KPIs, others neglected
• Spread thin: Effort distributed so evenly that nothing gets enough focus to move

Coverage Summary

Rebalancing Recommendations

Based on the analysis, provide specific recommendations:

1. [Recommendation 1] — [What to do and why]
2. [Recommendation 2] — [What to do and why]
3. [Recommendation 3] — [What to do and why]

Output Summary

A complete attribution map includes:

1. KPI Hierarchy — North Star → Primary KPIs → Supporting Metrics
2. Initiative-to-KPI Map — Every initiative connected to its target KPI(s)
3. Content-to-Initiative Map — Every content piece connected to its initiative
4. Coverage Analysis — Gaps, orphans, imbalances, and rebalancing recommendations

See references/attribution-examples.md for worked examples.

How to Work

• Start from the top (North Star) and work down. Don’t start with content and try to work up.
• Be direct about orphans. “This doesn’t connect to anything” is useful feedback.
• Quantify where possible. “This initiative contributes ~20% of the KPI target” is better than “it helps.”
• Don’t force connections. If something doesn’t fit, that’s a finding, not a failure.
• This is a living document. Run this exercise quarterly or when strategy shifts.
• If they don’t have KPIs defined, suggest prod-funnel-planner first.
• If coverage gaps reveal a problem worth diagnosing, use mkt-diagnosis to find root cause.
• If gaps suggest new initiatives are needed, use mkt-initiative-planner (Generate mode).