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Getting Closer to the Truth: Triangulation Attribution in Practice
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Measurement and attribution beyond last click is still in its infancy, and it remains one of the most persistent challenges marketers face at every stage of growth. But we’re also at an exciting moment. Leaders like the one on today’s episode are connecting the dots in measurement and helping solve for real attribution.
In this conversation, Chris Marine sits down with Madan Bharadwaj of M² to explore why there’s no single source of truth in marketing performance and how triangulation attribution offers a more honest, practical way forward.
They break down how triangulation pulls from platform data, incrementality modeling, and first-party signals, and why attribution should be treated as a strategic specialty—not just a line in a dashboard.
Note: Campfire Consulting's Founder Chris Marine will be speaking at Programmatic I/O New York this September. The Campfire team will be there, and we’d love to see you and continue the conversation in person. If you're attending, drop us a line so we can be in touch!
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Chapters
1. Introduction to Media Attribution (00:00:00)
2. Why Attribution Is Complex (00:01:53)
3. The Dangers of Platform Attribution (00:05:32)
4. Research vs. Attribution: Key Differences (00:09:51)
5. Causal Studies vs. Operationalization (00:13:03)
6. Connecting Marketing and Finance (00:19:24)
7. The Triangulation Approach Explained (00:24:07)
8. Measurement as a Specialized Skillset (00:26:50)
9. Speaking the CFO's Language (00:31:26)
10. Key Takeaways and Closing (00:33:59)
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