An attribution build runs through four phases — Blueprint, Build, Enable, Maintain. The project is won or lost in Blueprint, where the exec team signs off on the questions the model must answer and the taxonomy that follows from them. Build without that sign-off and you will rebuild.
Blueprint produces three artifacts: the tailored source and channel taxonomy, the tagging map showing how every source gets stamped (programmatic vs manual), and the model decision. Build wires UTMs, the touch fields and the deal rollup. Enable is where it usually leaks, so brief before, cut over quiet, then run office hours.
Every claim above comes from work LeanScale published. These are the sources.