Attribution was once marketed as a silver bullet, capable of providing definitive answers to all your marketing ROI questions. As CaliberMind's Head of Insights, I'm here to shed light on the benefits and hazards linked to DIY attribution models. I'll delve into the driving forces behind attribution model customization and how marketing analytical skill gaps and misaligned perspectives can interfere with a model's effectiveness. I'll also highlight the importance of asking the right questions to avoid over-engineering your model and offer insights into how to simplify your model for more effective decision-making.