The Data Stack Show 227: The Art & Science of Marketing Attribution: From UTMs to Machine Learning with Lew Dawson of Momentum Consulting
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Feb 5, 2025 In this engaging discussion, Lew Dawson, a marketing attribution expert from Momentum Consulting, dives into the nuances of data tracking and conversion measurement. He emphasizes the importance of standardizing UTM parameters to enhance attribution accuracy and tackles the complexities of identity resolution across various platforms. Lew explores the challenges posed by technical issues like ad blockers, the significance of defining KPIs, and the role of machine learning in improving attribution accuracy. His insights are invaluable for anyone navigating the marketing data landscape.
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Hashing for Attribution
- Use a hash to overcome UTM limitations like character mangling and variations.
- Hashes also serve as convenient join keys for data integration.
Hashing Benefits
- Hashing allows storage of unlimited information beyond the five UTM parameters.
- Free up UTM parameters for dynamic data like ad IDs by including other data in the hash.
Hash Implementation
- Generate a hash in a metadata table and include it as a UTM parameter.
- Keep the hash static even if the underlying data changes.