I was recently on vacation in a particularly mountainous region in Asia and needed to drive from one resort town to another. Taking the wheel of the tiny rental car I had to squeeze myself into, I headed up the steep, narrow roads -- totally devoid of guard rails -- that were fraught with blind curves irregularly marked with signs that read “Proceed With Caution.” As I carefully weaved my way around each mountain-hugging curve, I couldn’t help but notice that as each new piece of road revealed itself to me, some were exactly as I expected them to appear (from the other side of the curve) and others were totally surprising and unexpected. What You See Is Not Always What You Get In much the same way, the insights that are produced by your cross-channel attribution management solution, and the resulting optimization actions that you take, may at first glance appear to be very straightforward in terms the results they produce. But often, these insights reveal results that are totally surprising and unexpected. For example, after attributing all the appropriate credit for conversions and return on advertising spend from all your marketing tactics across channels, you find that particular combination of publisher, display ad, creative and size produces a particularly attractive conversion rate, cost per action (CPA) and return on advertising spending (ROAS) results. So you decide to double your investment over the next month in that particular combination, anticipating that you double the resulting revenue at the same CPA and the same ROAS. Perhaps you will, but you probably won’t. Other Factors at Work Just as there was undoubtedly a logical reason behind why the mountainous road I was navigating was engineered to take the twists and turns it did, there are valid reasons for this lack of accurate predictability when trying to reproduce previous results that were attained at different spend levels: