{
  "id": "workflow:multi-touch-attribution-calibration",
  "_kind": "Workflow",
  "_file": "workflows/workflows/workflows-marketing-analytics.yaml",
  "_cluster": "workflows",
  "attributes": {
    "displayName": "Multi-Touch Attribution Calibration",
    "workflowKind": "governance",
    "triggerType": "scheduled",
    "typicalCadence": "monthly",
    "complexity": "cross-team",
    "description": "Calibrates multi-touch attribution models for accuracy and actionability —\ncomparing rule-based models against data-driven algorithmic attribution,\nconducting path analysis to understand common conversion journeys, running\nincrementality holdout tests to validate model outputs, reconciling\nattribution credit with actual channel performance changes, adjusting model\nweights based on cross-channel interaction effects, and documenting model\nlimitations and confidence intervals for stakeholder consumption. Produces\nattribution model comparison reports, incrementality test results, and model\ncalibration recommendations. Excludes attribution platform implementation\nand data integration.\n"
  },
  "outgoingEdges": [
    {
      "from": "workflow:multi-touch-attribution-calibration",
      "to": "role:data-scientist",
      "kind": "involves_role",
      "attributes": {}
    },
    {
      "from": "workflow:multi-touch-attribution-calibration",
      "to": "role:data-analyst",
      "kind": "involves_role",
      "attributes": {}
    },
    {
      "from": "workflow:multi-touch-attribution-calibration",
      "to": "role:planner",
      "kind": "involves_role",
      "attributes": {}
    },
    {
      "from": "workflow:multi-touch-attribution-calibration",
      "to": "skill-area:data-analytics",
      "kind": "requires_skill_area",
      "attributes": {}
    },
    {
      "from": "workflow:multi-touch-attribution-calibration",
      "to": "skill-area:market-research",
      "kind": "requires_skill_area",
      "attributes": {}
    },
    {
      "from": "workflow:multi-touch-attribution-calibration",
      "to": "domain:digital-marketing",
      "kind": "applies_to_domain",
      "attributes": {}
    },
    {
      "from": "workflow:multi-touch-attribution-calibration",
      "to": "domain:marketing",
      "kind": "applies_to_domain",
      "attributes": {}
    },
    {
      "from": "workflow:multi-touch-attribution-calibration",
      "to": "responsibility:data-quality-monitoring",
      "kind": "triggers_responsibility",
      "attributes": {}
    },
    {
      "from": "workflow:multi-touch-attribution-calibration",
      "to": "responsibility:review-architecture-changes",
      "kind": "triggers_responsibility",
      "attributes": {}
    },
    {
      "from": "workflow:multi-touch-attribution-calibration",
      "to": "org-unit:analytics-team",
      "kind": "performed_by_org_unit",
      "attributes": {}
    },
    {
      "from": "workflow:multi-touch-attribution-calibration",
      "to": "org-unit:marketing-team",
      "kind": "performed_by_org_unit",
      "attributes": {}
    }
  ],
  "incomingEdges": []
}