Steve Rekook

In a thought-provoking discussion, Steve Rekook, Director of Data at Common Thread Collective, emphasizes that the pursuit of 'perfect attribution' is misguided. He argues that measurement should foster quick decision-making rather than aim for absolute accuracy. Steve highlights the importance of focusing on shared metrics that impact contribution margins and explains the interplay between marketing measurement methodologies. They also cover the hidden costs of precision and how to prioritize tests effectively for driving revenue.