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DTC Podcast
Embrace Measurement, Acknowledge Its Limits
Measurement is essential for understanding performance, yet it is increasingly complex due to privacy changes that have rendered traditional models ineffective. Reliance on multi-touch attribution models has diminished, leading to confusion about sourcing traffic and last-click attribution being rendered meaningless. Despite the effort invested in measurement, many individuals feel like they are only beginning to grasp the true dynamics at play in data analysis. This acknowledges a shared struggle within the industry to adapt to a landscape where accurate measurement is challenging.
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