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15min chapter
227: The Art & Science of Marketing Attribution: From UTMs to Machine Learning with Lew Dawson of Momentum Consulting
The Data Stack Show
Navigating Marketing Attribution Challenges
This chapter explores the intricacies of marketing attribution and identity resolution, focusing on the challenges posed by platforms like Shopify in tracking user behavior and conversions. It examines the impact of technical issues such as ad blockers and dropped pixels on data accuracy, while stressing the importance of clean data management and various attribution models. Additionally, the discussion highlights the significance of defining KPIs to measure and interpret marketing data effectively.
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