Perpetual Traffic The Muddled Attribution Puzzle Solved: Scott Desgrosseilliers’ 5 Forces
Jun 17, 2025
Scott Desgrosseilliers, CEO of Wicked Reports and innovator in marketing attribution, joins to discuss the intricate world of customer acquisition. He introduces his '5 Forces' framework, aimed at demystifying attribution challenges for marketers. The conversation dives into why traditional models often fail, essential metrics that boost profits, and strategies to enhance media buying decisions. Scott also highlights the significance of lifecycle marketing and the importance of understanding customer quality for smarter ad budgets.
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Setting Campaign Intention First
- The Five Forces framework starts with setting a clear intention for each campaign to focus measurement and optimization.
- Setting a North Star KPI based on intention helps avoid wasting time on irrelevant metrics and guides strategic decisions.
Scale, Chill, Kill Zones for KPIs
- Using a scale, chill, kill zone range to evaluate KPIs reduces emotional reactions and knee-jerk decisions.
- This approach encourages measured actions on campaigns based on predefined performance thresholds.
Align Expectations Pre-Launch
- Set and agree upon expectations before campaign launch including measurement source, attribution model, and timeframe.
- Misaligned expectations often cause premature budget cuts or wrong conclusions about campaign performance.