What Is an Original Source?

The most important thing is to have the data in place. When you have clean data in place and have the awareness that the data is never 100% correct, because there will always be data gaps, then you have to start taking decisions into what is it that we're looking into. It's a very good point. So like, and it comes back to how do you attribute stuff? So there are a lot of different attribution models. Original source is something that I get shivers in my body. What is an original source? Like, is that the first touch, the last touch? Is it the most important touch?"