Rampmetrics · Field Notes · the rename
Help us rename the category formerly known as attribution.
Lots of debate about attribution. Less debate about this: every marketer needs data to get better. The need hasn't changed. The category name needs a make over.
We've drafted candidates. Pick as many as fit. Suggest a better one if none of these land. Disagree publicly or message us privately — either reads.
the candidates
Vote on what the category should be called.
Pick as many as fit — vote for every candidate you'd live with.
Honest. Boring. Describes the work. The performance frame matches what teams actually need: a scorecard for whether the engine is improving and a compass for where to point next.
Borrows the move that worked for "revenue intelligence." Carries the right connotation: pattern recognition, signal extraction, recommendation. Risk: too generic without a qualifier.
Most precise of the bunch. Names the input (marketing), the outcome (revenue), and the discipline (intelligence). Mouthful. Probably too long for everyday use.
Narrower than the others — focuses on the unit of work most teams actually plan around. Strong inside operational conversations, weaker at the executive layer.
Bigger tent — includes sales motion, not just marketing. Useful for orgs where the line between marketing and sales has blurred. Risk: too broad to mean anything specific.
Reader-submitted candidates go to our team for review before joining the tally.
the margin
Disagree, defend, or tell us what we missed.
This page improves when you push. Mark your message public if you'd like us to publish it after review, or private if you'd rather just message the team.
Public comments are reviewed before publishing.
The three-questions framing is what I've been trying to articulate for two years. Scorecard, compass, trust rating. Every vendor pitch I sit through pretends to do all three and actually does maybe one and a half. The trust rating piece is the missing one.
I buy the relocation of the Matt argument, but be careful: not all of the 'attribution is dead' crowd is making the same argument. Some really do mean 'measurement is impossible now,' which is a different and worse claim. Worth distinguishing.
Where does small-scale incrementality fit? Lift studies on individual channels, not full geo holdouts? Feels like it bridges Stage 3 and the Lab. Probably worth a footnote on the framework.
more context
Why we think the category needs a new name.
The full argument lives in our Field Notes manifesto: what's actually dead, what's actually working, where modern measurement is going, and why "attribution" stopped being the right word for any of it.
Read the manifesto →