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11min chapter
227: The Art & Science of Marketing Attribution: From UTMs to Machine Learning with Lew Dawson of Momentum Consulting
The Data Stack Show
Streamlining UTM Parameters for Marketing Attribution
This chapter explores the issues caused by inconsistencies in traditional UTM parameters, particularly the UTM campaign parameter. It offers solutions for standardizing campaign names through unique identifiers and hashing techniques to enhance attribution accuracy and streamline data management in advertising.
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