Future Fuzz - The Digital Marketing Podcast Ep. 131 - Scale, Chill or Kill: Marketing Data - Scott Desgrosseilliers
In this episode of Future Fuzz, we dive deep into marketing attribution with Scott Desgrosseilliers, Founder and CEO of Wicked Reports. With over a decade of experience and billions in ad spend analyzed, Scott reveals how most marketers are relying on broken data, and what to do about it. He introduces the Five Forces Framework, explains why ad platforms over-credit themselves, and breaks down his practical “Scale, Chill, or Kill” methodology to guide data-driven decisions that fuel real growth.
If you’ve ever felt uncertain about which channels are actually driving your ROI, this episode is a must-listen.
Guest Bio
Scott Desgrosseilliers is the Founder and CEO of Wicked Reports, a leading first-party marketing attribution platform built for high-growth e-commerce brands. With more than 10 years in the attribution space, Scott has helped marketers track real customer journeys across platforms and channels, enabling smarter decisions and stronger returns. He’s known for making complex data actionable through frameworks like Scale, Chill, Kill and the Five Forces of Attribution. Scott is also a frequent speaker and advocate for measuring what matters, new customer growth.
Takeaways
- Most ad platforms over-inflate their contributions, especially at the bottom of the funnel.
- “Scale, Chill, Kill” helps marketers make fast, confident budget decisions.
- The Five Forces framework aligns strategy, intention, measurement, and optimization.
- Attribution is about people, not just clicks, track real customer journeys with first-party data.
- You can't improve what you can't measure accurately.
- Don’t just trust ROAS dashboards, verify with neutral, consistent data.
- AI is helpful, but attribution still requires human intelligence and context.
- New customer acquisition must be measured differently than repeat sales.
Chapters
00:00 - Intro: Why Attribution Matters
01:46 - What Wicked Reports Actually Does
02:30 - The Problems with Ad Platform Reporting
03:15 - Measuring, Signaling, and Acting on Data
04:10 - “Scale, Chill, Kill” Simplified
05:30 - Attribution vs. Strategy: Why Most Marketers Miss It
07:00 - How Bad Attribution Hurts Real Growth
08:00 - The Patriots vs. Eagles Scoreboard Analogy
09:40 - The Five Forces Framework Overview
11:00 - Why Intention Must Come Before Measurement
12:30 - Setting Expectations with “Zones”
14:00 - Why the Chill Zone Saves Time and Sanity
15:20 - Pride vs. Results: Knowing When to Kill a Campaign
16:00 - From Outcome to Optimization
17:30 - Fishing in the Right Ad Sets
18:30 - Dealing with Platform Changes and AI Shifts
20:00 - First-Party Data is Your Lifeline
21:45 - Building Content and Long-Term Attribution Assets
23:00 - Where to Find Scott and Wicked Reports
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