The business case for the next agency relationship is being built on the reporting produced by the last one.
We see this consistently. A business changes its performance agency, commissions an audit, receives a findings document that diagnoses the previous agency's failures, and uses that document as the foundation for the new brief. The new agency inherits the measurement framework built by the old one, the attribution assumptions set by the team before that, and the KPI structure agreed three years ago when the business was a different shape.
Nothing in that process asked whether the measurement framework itself is the problem. Whether the attribution logic is producing a picture of commercial performance that is internally consistent and commercially wrong. Whether the KPIs being inherited are measuring what matters or measuring what was agreed to be measurable.
The most expensive diagnosis an ecommerce business can make is the one that starts from the wrong baseline. letsrocc.com
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