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The Data Stack Show

228: The Machine Learning Reality Check: When AI Makes Sense for Marketing Attribution with Lew Dawson of Momentum Consulting

Feb 12, 2025
Lew Dawson, an expert in marketing attribution and data stacks, shares his insights from Momentum Consulting. He discusses the conditions necessary for effective machine learning in marketing. The conversation dives into balancing simplicity with complexity in modeling, the challenge of ROI calculations, and how AI can transform customer data analysis. He highlights the importance of aligning data strategies with marketing goals, the intricacies of marketing attribution, and the hurdles of disparate API systems. It's a rich blend of practical advice and visionary thinking.
41:46

Episode guests

Podcast summary created with Snipd AI

Quick takeaways

  • Machine learning can optimize marketing attribution by dynamically assigning effectiveness weights, but its implementation requires significant investment and data management.
  • Understanding market limitations and utilizing AI effectively can enhance campaign performance and resource allocation, yet challenges in execution persist.

Deep dives

Understanding Attribution Challenges

Attribution in marketing faces numerous challenges, including complexity in tracking performance across various channels. The conversation delves into best practices for using UTM parameters and creating unique merge keys to enhance accuracy in campaigns. The discussion highlights the limitations of current attribution models, particularly when ad spend and customer interactions span multiple platforms. Knowing how to navigate these challenges is crucial for marketers aiming to derive actionable insights from their data.

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