Sub-function
Attribution & Analytics
Owns analysis work end to end inside Marketing. Runs 3 lines across 16 stations, drains the repeatable share into the DATA-ANALYTICS tower, and holds 3 human gates.
Estate rating
A
75 / 100
Modeling and reporting are fully agentic. Budget reallocation across channels is a spend decision, so a human ratifies the recommendation.
Agents
9
Lines
3
Units / wk
104
Timetable vs actual
3.0d → 3.1d
Cost / unit
$737
was $3K
Run-rate saving
$11.3M
annualized at this volume
The 9 agents running this sub-function
Grouped by what they are for, not by where they sit. The agent org is process-shaped.
Marketing Analytics Orchestrator
Owns the attribution & analytics lane end to end. Sequences the other agents, holds the timetable, and decides what surfaces to a human.
ceiling A3 · escalates to Escalates to Director, Marketing Analytics when the unit falls outside the decision envelope or confidence drops below the floor.
Attribution Model Agent
Runs the repeatable portion of attribution & analytics inside the shared transaction spine at spine cost and spine controls.
ceiling A3 · escalates to Escalates to Director, Marketing Analytics when the unit falls outside the decision envelope or confidence drops below the floor.
Reporting Automation Agent
Runs the repeatable portion of attribution & analytics inside the shared transaction spine at spine cost and spine controls.
ceiling A3 · escalates to Escalates to Director, Marketing Analytics when the unit falls outside the decision envelope or confidence drops below the floor.
Mix Modeling Agent
Executes the attribution & analytics step it owns, posts its evidence, and hands the unit to the next stage.
ceiling A3 · escalates to Escalates to Director, Marketing Analytics when the unit falls outside the decision envelope or confidence drops below the floor.
Incrementality Test Agent
Executes the attribution & analytics step it owns, posts its evidence, and hands the unit to the next stage.
ceiling A3 · escalates to Escalates to Director, Marketing Analytics when the unit falls outside the decision envelope or confidence drops below the floor.
Forecast Agent
Executes the attribution & analytics step it owns, posts its evidence, and hands the unit to the next stage.
ceiling A3 · escalates to Escalates to Director, Marketing Analytics when the unit falls outside the decision envelope or confidence drops below the floor.
Anomaly Detection Agent
Watches attribution & analytics continuously. Detects drift, quantifies it, and routes what matters without waiting for a reporting cycle.
ceiling A3 · escalates to Escalates to Director, Marketing Analytics when the unit falls outside the decision envelope or confidence drops below the floor.
Measurement Doctrine Agent
Authors positions on attribution & analytics. Frames the question, models the options, and writes a recommendation a human can ratify or reject.
ceiling A3 · escalates to Escalates when two options sit inside the confidence band and the evidence cannot separate them.
Attribution & Analytics Challenger Agent
Adversarial reviewer for attribution & analytics. Argues the opposite case on every position and flags where the evidence does not carry the claim.
ceiling A3 · escalates to Escalates when a ratified position is still running against a break condition it flagged.
Estate rating breakdown
Seven control dimensions. Judgment readiness runs against autonomy on purpose.
People
What the humans stopped doing, and what they do now.
Redeployed into agent supervision, calibration and coaching.
Lines running in this sub-function
Each line is a workflow. Click a line to walk it station by station.
Strategy positions this sub-function holds
An agent that only executes is a robot. These are the calls it made, the argument against each one, and what would prove it wrong.
Mix Reallocation Position
Rejectedv1Is the current cost per analysis defensible against external comparators once inference spend is counted in full?
Hold the ceiling at A3 for attribution & analytics. Modeling and reporting are fully agentic. Budget reallocation across channels is a spend decision, so a human ratifies the recommendation. Raise it only after two consecutive quarters where the override rate stays under five percent and every override has a written cause.
confidence
66%
The challenge — Attribution & Analytics Challenger Agent
Attribution & Analytics Challenger Agent argues the recommendation leans on 2 quarters of data from a period with no volume shock. The confidence band overlaps the alternative, and the position does not say what it would take to be wrong. Recorded as a dissent, not a block.
Break conditions
- ·Override rate rises above 8 percent for two consecutive months
- ·Cost per analysis stops falling while volume keeps rising
- ·A control failure in this lane reaches a customer or a regulator
Evidence gaps
- ·No independent test of the control evidence behind the touchless rate
| Alternative considered | Cost | Risk | Verdict |
|---|---|---|---|
| Hold the current position | $240k run rate | Known and priced. Cedes ground if comparators move faster. | live |
| Raise the ceiling one level now | $748k to build controls | Override rate is 6 percent; raising the ceiling before that settles imports the error into production. | rejected on evidence |
| Move the exception tail to the spine | $437k transition | Loses local context. Rework risk on the cases that are hardest to recover. | under review |
Attribution & Analytics Operating Position
Draftv2Which parts of attribution & analytics should deliberately stay human, and how do we defend that against a cost argument?
Keep the repeatable analysis volume in the spine and pull the exception tail back into the function. The spine is cheaper per unit; the tail is where the context that prevents rework actually sits.
confidence
80%
The challenge — Attribution & Analytics Challenger Agent
Attribution & Analytics Challenger Agent argues the recommendation leans on 2 quarters of data from a period with no volume shock. The confidence band overlaps the alternative, and the position does not say what it would take to be wrong. Recorded as a dissent, not a block.
Break conditions
- ·Override rate rises above 16 percent for two consecutive months
- ·Cost per analysis stops falling while volume keeps rising
- ·A comparator publishes a materially lower unit cost on a like-for-like basis
Evidence gaps
- ·No external comparator on a like-for-like unit definition
- ·Exception cases under $44k are sampled, not fully measured
| Alternative considered | Cost | Risk | Verdict |
|---|---|---|---|
| Hold the current position | $428k run rate | Known and priced. Cedes ground if comparators move faster. | live |
| Raise the ceiling one level now | $1494k to build controls | Override rate is 13 percent; raising the ceiling before that settles imports the error into production. | rejected on evidence |
| Move the exception tail to the spine | $578k transition | Loses local context. Rework risk on the cases that are hardest to recover. | under review |
Policy register
The rules the agents above are bound by. Version, owner, approver, and the agents each rule constrains.
| Ref | Rule | Scope | Owner agent | Approved by | Version | Status |
|---|---|---|---|---|---|---|
| MK11-POL-200 | Attribution & Analytics Decision Envelope Agents in this lane may act without a human when the analysis sits inside the stated value, risk and confidence envelope. Outside it, the unit holds at a gate with a named approver and a running clock. binds 5 agents · EU · UK | envelope | Marketing Analytics Orchestrator | Director, Marketing Analytics | v3.0 | under review |
| MK11-POL-201 | Attribution & Analytics Evidence Standard Every autonomous decision writes inputs, the rule version applied, the model and prompt version, the output and a reversal path. An action with no evidence record is treated as a control failure, not a fast decision. binds 5 agents · EU · UK | evidence | Marketing Analytics Orchestrator | Director, Marketing Analytics | v3.7 | Active |