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The Data Stack Show
226: Building Trust in Marketing Data: An Engineer's Guide to Attribution Architecture with Lew Dawson of Momentum Consulting
Jan 29, 2025
In this engaging discussion, Lew Dawson, a MarTech consultant at Momentum Consulting, delves into the challenges surrounding marketing data attribution. He shares insights on the 'people problem' affecting data consistency and the importance of collaboration across departments. The conversation highlights the complexities of UTM parameters and their crucial role in data reliability. Lew also tackles identity resolution and the need for unique join keys to improve attribution accuracy. His anecdotes add a compelling layer, making the intricacies of data architecture relatable and insightful.
01:02:52
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Quick takeaways
- Lou Dawson's extensive experience highlights the importance of a structured approach to navigating the complexities of marketing technology for improved business outcomes.
- Attribution challenges arise from inconsistent data collection and multi-channel marketing efforts, complicating the accurate measurement of marketing effectiveness.
Deep dives
Lou Dawson's Background in Data
Lou Dawson shares his extensive background in the data industry, which began in the late nineties with website coding and evolved through various roles in data warehousing, MarTech, and cybersecurity. His journey led him to consult with businesses on effectively implementing marketing technology ecosystems. After experiences at companies like Teradata and Intuit, he developed a passion for optimizing customer engagement through data-driven strategies. Currently, through Momentum Consulting, he focuses on helping companies navigate the complexities of marketing technology to improve conversion strategies and overall business outcomes.
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