In this episode, Dan and Phil tackle one of marketing's most frustrating challenges: measuring ROI. As year-end budget planning approaches, many marketers find themselves stuck trying to calculate channel-by-channel returns that simply don't reflect reality.

The problem? Buyers don't purchase based on a single channel, yet most marketers default to last-touch attribution and isolated channel metrics. Dan and Phil explain why this approach is fundamentally flawed and what to do instead. They advocate for blended ROI across all marketing activity, using efficiency signals rather than impossible-to-calculate channel returns, and combining quantitative data with qualitative buyer insights.

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