You decide with confidence.

Every channel claims the same conversion, and nobody adds up the whole.

You have more data than ever and less certainty than you would like. Google Ads claims the conversion, Meta does the same and retargeting takes the credit for purchases that would have happened anyway. You pay three times for the same customer without any instrument to prove it.

The question every director asks but rarely gets answered is what the media budget returns net. Not reported per channel by the party selling that channel, but calculated across the board by an independent model.

Datafy always tells you what an analysis does and does not say.

When you run TV and search at the same time, they reinforce each other. Which channel produced the sale is then not a measurement but a modelling choice. Anyone who hides that is selling false certainty. We built that distinction into the platform on purpose, with three kinds of analysis that each answer their own question.

Use attribution for orientation. If the contribution of a channel visibly drops over several weeks, that is a reason to look further, and nothing more than that.

Use sensitivity analysis for thresholds. It tells you how much total sales move when you turn a channel ten percent up or down, and you can verify that in practice afterwards.

Use incremental analysis for decisions. What happens if we halve the TV budget or double search? You answer that with scenarios that take the interplay between channels into account.