Beyond Attribution: What counts as evidence in social intelligence?

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Consumer behaviour doesn’t follow a linear journey; it’s fragmented, making influence harder to track and business impact harder to understand.

People discover products on TikTok, validate them in  Reddit threads, hear about them from creators, search for reviews later, and purchase days or weeks afterwards.

So how should teams think about evidence, confidence, and impact when attribution alone can’t tell the full story? 

This session explores how social intelligence teams are building more defensible understandings of impact by combining different signals, behaviours, and forms of evidence when attribution alone is no longer enough. In the session, we’ll explore:

• Why traditional attribution models struggle with modern consumer journeys
• How strong teams build confidence without overstating certainty
• Different forms of evidence that support commercial decision-making
• A clearer framework for communicating influence and impact internally
• How multiple signals can be combined into a more defensible understanding of business outcomes