I sat down for a conversation about one of the most important and most overlooked decisions in marketing: what you treat as your source of truth for attribution.
Most brands, without really deciding to, let the ad platforms be that source of truth. You look at what Meta or Google reports, and you make budget calls based on it. The problem is that every platform reports on its own performance and is incentivized to claim credit. So the numbers you are trusting are not neutral, and acting on them tends to over-reward whichever platform is best at taking credit rather than whichever is actually driving new customers. An independent, first-party view, measured against your real orders, is what turns reporting you hope is right into a scoreboard you can actually trust.
The other thing I dug into is how to think about touchpoints when you measure ROI with multi-touch attribution. Not every touch deserves equal weight, and the right way to judge them depends on what a campaign was actually meant to do. A cold-traffic prospecting campaign and a bottom-of-funnel retargeting campaign are doing completely different jobs, so measuring them the same way guarantees you misread one of them. The skill is matching how you weigh the touches to the intention behind the campaign, so a channel that starts valuable journeys gets credit for that work instead of losing it all to the last click.
Put those two ideas together, an independent source of truth plus touchpoint weighting that matches intention, and you stop flying blind. You can see which marketing genuinely creates customers, and fund it with confidence.
Watch the full episode below.