Introduction

00:00 Introduction

03:29 Episode One: Getting Started

04:44 Cody's Google Doc Conspiracy Theory

08:06 The Importance of Attribution and Measurement

13:08 Why Attribution is a Hot Button Issue

22:12 Challenges of Attribution

25:47 Consistency in Measurement

28:06 The Value of One-Day Click Attribution

34:19 Establishing Channel-Level Goals

36:58 Understanding Incrementality and its Importance

38:13 The Role of Post-Purchase Surveys

40:22 The Art of Triangulation

42:43 The Value of Post-Purchase Surveys

44:13 The Usefulness of First Heard About Survey Questions

46:44 Debunking the Anti-Post-Purchase Survey Stance

59:44 Understanding Incrementality and its Effect on the Business

01:09:25 Non-Click Traffic and Brand Search

01:13:16 Scaling Channels and Objectives

01:14:08

Misconceptions about Channel CAC

01:19:07 Ongoing Discussion on Attribution

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