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Your reports may say email drives the most sales. But people might discover you through a podcast, follow you on social, and click an email when they’re ready to buy. Email gets the credit because it was the last step.
That doesn’t mean email isn’t valuable. It means attribution and impact are different things. Attribution tells you where a conversion was recorded. Impact asks what would have happened without that channel.
ChatGPT can help you spot where those stories get mixed up and decide what evidence to look for next.
Try this prompt:
Help me assess whether my “best” marketing channel is driving results or receiving credit for them.
My business and customer journey: [DETAILS]
Channels we use: [LIST]
How we attribute conversions: [E.G., LAST CLICK]
Channel results: [PASTE DATA, INCLUDING SPEND, TRAFFIC, LEADS, AND SALES IF AVAILABLE]
Other relevant context: [PROMOTIONS, SEASONALITY, CHANNEL CHANGES]
Identify:
1. What the data shows
2. Which conclusions are only correlations
3. Other ways customers may have found or decided to buy from us
4. What evidence would strengthen or weaken the case for each channel’s impact
5. One practical test we could run to learn more, including what to measure
Do not claim a channel caused sales unless the evidence supports it. Flag missing data and explain the limits of any test you suggest.
The goal isn’t to find a new winner in the same report. It’s to make better decisions about where your next dollar goes.
Happy prompting!
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