Attribution is one of the most talked-about topics in marketing…and also one of the most misleading.

Jay and Daniel explain why most attribution models are basically garbage, especially last-touch attribution, and why marketers keep over-investing in channels like Google Search simply because they get the final click.

Jay walks through one of the most underused measurement tactics in marketing: holdout groups, where you intentionally exclude part of your audience from campaigns to measure real lift. Daniel adds the simplest attribution hack of all: just asking customers where they heard about you.

If you’re tired of dashboards that tell you what you want to hear instead of what’s real, this episode

Follow Jay:

LinkedIn: https://www.linkedin.com/in/schwedelson/

Podcast: Do This, Not That

Follow Daniel:

YouTube: https://www.youtube.com/@themarketingmillennials/featured

Twitter: https://www.twitter.com/Dmurr68

LinkedIn: https://www.linkedin.com/in/daniel-murray-marketing

Sign up for The Marketing Millennials newsletter:

https://themarketingmillennials.com/

Daniel is a Workweek friend, working to produce amazing podcasts. To find out more, visit: https://workweek.com/