Humans of Martech

184: Nadia Davis: How to decide if attribution data is good enough to guide strategy

Aug 26, 2025
Nadia Davis, VP of Marketing at CaliberMind, boasts over 15 years in B2B marketing. She introduces her Attribution Periodic Table, highlighting its role in bridging data to revenue while addressing why marketing has a higher ROI pressure. Nadia discusses using multi-touch and chain-based attribution models, emphasizing data stewardship and customizing Markov chains for better accuracy. She also offers insights on when attribution data can guide strategic decisions, blending analytics with practical applications for marketing success.
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INSIGHT

Attribution Is A System, Not A Single Tool

  • Attribution is a system of interconnected elements, not a single metric or tool.
  • Nadia built the Attribution Periodic Table to map data modeling, measurement, and alignment as one ecosystem.
INSIGHT

Marketing Must Prove Investment Performance

  • Marketing faces higher ROI scrutiny because it controls large, investable budgets.
  • Investors and executives expect marketing to prove how their money performs in dollar terms.
ADVICE

Use Attribution To Answer Questions

  • Use attribution as a framework to answer specific business questions, not as a definitive scoreboard.
  • Combine multiple models and choose methods that align with the questions you need to answer.
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