What if I were to tell you that the way that you measure attribution is driving terrible business decisions and leading to huge amounts of wasted dollars? If you've been listening to this podcast for any period of time, you know that in order to make good strategic marketing decisions in 2021 and beyond, you need to fundamentally shift the way you think about attribution. Common sense would tell you that marketing attribution software can't measure word of mouth, community referrals, social media engagement, podcast listens, and more. Yet these are the things that are driving the most impact in modern marketing. In this episode, we talk about the shift in thinking you need to embrace, as well as how you can start executing better attribution techniques.