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The Data Stack Show
227: The Art & Science of Marketing Attribution: From UTMs to Machine Learning with Lew Dawson of Momentum Consulting
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.
01:02:45
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Quick takeaways
- Hashing UTMs simplifies marketing attribution by consolidating variations into a unique identifier, enhancing accuracy and reducing errors.
- Effective identity resolution is vital for matching user sessions to conversion events, allowing clearer insights into marketing effectiveness.
Deep dives
Challenges of UTM Parameters
Using UTM parameters for tracking marketing campaigns can lead to several challenges, particularly due to their freeform nature. For example, if campaign names contain spaces or special characters, they may become corrupted, resulting in multiple variations of the same UTM parameter. The hashing method provides a solution by creating a unique identifier that consolidates various UTM values into a single format, making it less prone to errors and simplifying the attribution process. By standardizing identifiers, it becomes easier to link data sets and avoid the hassle of managing numerous variations, ultimately enhancing the accuracy of campaign tracking.
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