Driftwood Hotels sells hospitality in Southeast Asia. Last quarter it spent $109 M across three channels: brand (31%), paid search (26%) and paid social (43%).
The company recorded 34,971 conversions. Added together, the channel dashboards claim 67,844 — about 1.94x the real number.
Paid search reports the best return and the search team wants more budget. Brand reports the worst and is under pressure to justify itself. Attribution is last-click. Nobody has run a holdout test.
Advise the CMO. Your answer should provide:
State any assumptions you make.
80 points, 60% to pass.
Separate correlation from incrementality. Last-click credits the final touch; demand generation appears worthless under it. Design a holdout before reallocating.