If your executive and finance team has become addicted to only looking at the last-touch attribution report in Google Analytics, this can be a real problem. It's critical to help them understand the nuances of solid marketing measurement beyond just last-touch reporting. We’ve seen it too many times: If the rest of the company doesn’t understand what incrementality is, or why last-touch attribution isn't actually measuring incrementality, it can be very complicated to introduce other ways of doing measurement – let alone pitch them on the idea of using MMM.  If you’re a marketer in this situation, I’d recommend doing your best to educate those key stakeholders on how marketing measurement actually works and why incrementality is so important.  Educate…