Ashley Lewin, Senior Director of Demand Generation at Refine Labs, joins Evan Hughes and Steph Crugnola for a discussion about attribution, and how to bridge the gap traditional software based attribution can leave in your understanding of your customers. 

Ashley starts by breaking down each attribution model, including first touch, last touch, multi touch, and self reported, highlighting the strengths and gaps left by each. Then she breaks down the hybrid attribution model, walking through first steps on how to implement and utilize the data insights it can give. Ashley stresses the importance of viewing attribution as a compass to get you close to your destination, rather than a definitive answer, and how staying flexible and curious can help keep you better up to date with the rapidly changing landscape in marketing. 

Episode topics: #marketing, #attribution, #demandgeneration, #selfreportedattribution, #B2BSaaS, #digitalmarketing #CRM 

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Connect with the guest:

Ashley Lewin

Connect with the hosts:

Evan Hughes

Steph Crugnola