226: Building Trust in Marketing Data: An Engineer's Guide to Attribution Architecture with Lew Dawson of Momentum Consulting
The Data Stack Show
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Navigating Marketing Data Challenges
This chapter explores the intricacies of identity resolution in marketing data management, emphasizing the need for a clear hierarchy and systematic planning. The discussion highlights challenges faced with varying data sources, free-form entries, and the significance of establishing unique merge keys for effective attribution. Through comparisons to stock trading, the speakers detail the complexities involved in optimizing advertisement performance and the critical role of standardization in data analysis.
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