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19min 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 complexities of marketing attribution, focusing on the critical need for accurate identity resolution across user interactions. It highlights the challenges of linking campaign data with user behavior while discussing various attribution models and their implications for businesses. The conversation also addresses potential pitfalls in relying on ad platforms for conversion tracking and the internal conflicts that can arise from differing attribution interpretations among marketing teams.
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