Attribution is one of the most talked-about topics in marketing…and also one of the most misleading.
Jay and Daniel explain why most attribution models are basically garbage, especially last-touch attribution, and why marketers keep over-investing in channels like Google Search simply because they get the final click.
Jay walks through one of the most underused measurement tactics in marketing: holdout groups, where you intentionally exclude part of your audience from campaigns to measure real lift. Daniel adds the simplest attribution hack of all: just asking customers where they heard about you.
If you’re tired of dashboards that tell you what you want to hear instead of what’s real, this episode
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Daniel is a Workweek friend, working to produce amazing podcasts. To find out more, visit: https://workweek.com/