CMO Uncovered
Attribution Is a Lie Everyone Keeps Paying For
“There has always just been a lot of hand waving, and it was all in the pursuit of credit.”
Transcript
Go nuts. Sure, I have always been an attribution skeptic. I started my career like 20 million years ago in search marketing, like at the dawn of pay-per-click.
And, you know, this is like your highest intent kind of customer, the clearest attribution line sort of possible, that last click to purchase. As my career has expanded and I've gone like up funnel and into different channels, it has always just been
like an increasingly like impressionistic picture of what is happening. And it has always felt like if anyone, any sort of vendor or, you know, any vendor was sort of like promising clarity,