227: The Art & Science of Marketing Attribution: From UTMs to Machine Learning with Lew Dawson of Momentum Consulting

The Data Stack Show

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3M ago 1:02:45

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Highlights from this week’s conversation include:

Welcome Back, Lew (0:14)
Recap of Previous Discussion (1:03)
Benefits of Hashing Information (2:33)
Using Hashes for Data Context (4:24)
Hashing and Query Parameters (7:24)
Static Values for Hashing (11:10)
Identity Resolution in Data Attribution (14:36)
Methodologies for User Tracking (16:37)
Combining Data Sources for Attribution (21:13)
Understanding Data Gaps (25:25)
Defining Objectives and KPIs (27:50)
Identity Resolution Challenges (28:46)
User and Session Stitching (32:01)
Trusting Ad Platforms (35:23)
Defining Attribution (38:09)
The Credit Dilemma (40:18)
First Touch Attribution Explained (41:47)
Linear Attribution Model (43:21)
B2C and B2B Attribution Scenarios (45:22)
Timeframes in Attribution (47:29)
Understanding Lookback Windows (49:34)
Google Analytics Changes (51:20)
Attribution After Conversion (53:26)
Online vs. Offline Attribution (55:49)
Discipline in Tracking (58:52)
Challenges in Coordination (1:00:12)
QR Codes and Data Integration (1:01:55)

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