The Vehicle Lens
You have ten F-150s aging on the lot. Your attribution cannot help you move them.
Not because it is broken. Because it was built to answer one question: where did this guest come from?
The Weighted Journey Model made the case for capital allocation instead of credit assignment. That was chapter one. Chapter two flips the lens.
The lens we all built
One guest, many touches, one score. The journey model works. Every channel earns assist value. But it answers one question only: where did this buyer come from?
The Monday morning problem
Guest-level attribution scores the shoppers you already have. It says nothing about the metal you need to move. It cannot tell you which channels to fund, which listings to push, or where the next F-150 buyer is already forming.
Aged trucks do not care which channel gets credit. They care which channels sell trucks.
The flip
Every closed deal already ties a journey to a VIN. Group won journeys by what was bought, not only who bought it, and every model on your lot earns its own attribution profile.
Same events. Different pivot.
What the vehicle lens shows
Truck buyers do not shop like EV buyers. The assist value by channel changes with the vehicle. One budget cannot serve both.
What it changes
- Aged units get a channel plan. Fund the channels proven to assist F-150 wins instead of boosting everything and hoping.
- Merchandising follows the buyer. Feature the unit where that buyer actually shops, at the depth they actually research.
- Vendor conversations change shape. Pay for assist value by segment, not impressions by month.
The foundation
Not new math. One join deeper. Vehicle-level attribution needs the same clean, event-level data, where every touch carries two identities: the guest and the vehicle.
If your events cannot make that join today, that is the place to start. Not the dashboard.
The journey tells you where the guest came from. The vehicle lens tells you where the next dollar goes.
Would attribution by make and model change how you spend?