Episode 589 Marketing Attribution and Wicked Reports With Scott Desgrosseillers

This podcast episode features an interview with Scott Desgrosseillers, the founder of Wicked Reports, a marketing attribution platform. The conversation, hosted by Rob Cairns of Stunning Digital Marketing, focuses on the critical importance of marketing attribution for businesses, particularly those spending at least $10,000 monthly on ads. Desgrosseillers explains that traditional analytics tools like Google Analytics 4 and ad platform reports are often inadequate for providing clear insights, as they are primarily designed to serve the ad platforms' interests. Wicked Reports, in contrast, aims to offer an accurate "scoreboard" of marketing performance through first-party data attribution and AI-driven insights, helping companies understand their new customer acquisition costs (NCAC) and return on ad spend (ROAS) by analyzing specific campaign goals and data. The discussion also touches on the rising costs of digital advertising, the impact of AI search on traditional search, and the ongoing relevance of platforms like Instagram and email marketing.