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6min 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
This chapter explores the intricacies of marketing attribution, focusing on the importance of look-back windows for conversion analysis. It highlights the challenges of measuring lifetime value and the decision-making processes involved in understanding the impact of various marketing touchpoints over time.
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