When two contractors claim the same fortnight
Outdoor disputes in the Klang Valley often start as overlapping flight maps. The attribution table cannot settle a legal fight, but it can stop finance paying twice for one week of boards.
Field notes
Field notes
Short pieces on channel credit, festival lag, marketplace vouchers, and app-campaign paths — the arguments that show up in Malaysian brand rooms.
These are working notes, not product announcements. Each piece starts from a dispute we keep seeing in Petaling Jaya readouts.
App installs are not paying users
App-campaign reports love cheap installs. Marketing attribution analytics that mix installs with first purchases will keep funding the placement that never collects money.
Voucher codes are a channel, not a confession
Unique codes are one of the few clean paths in mixed plans. Treating every 11.11 code as proof that digital did the whole job still flattens outdoor and television that ran the week before.
Festival lag is not a rounding error
Grocery and beauty sales around Hari Raya and Chinese New Year often arrive after the panels come down. Credit rules that ignore that lag donate store traffic to the next digital burst.
Last-click still wins the meeting until someone brings invoices
Last-click is not a philosophy. It is the extract that arrives first. Here is why Malaysian mixed plans cannot stop there if outdoor and retail media are in the same month.