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In this episode of Secrets to Scaling Your eCommerce Brand, Jordan West sits down with Scott Desgrosseilliers, founder and CEO of Wicked Reports, to break down one of the most confusing—and mission-critical—topics in DTC: attribution.

Scott pulls back the curtain on what really works when it comes to understanding your customer data, how to track success in a post-iOS 14.5 world, and why your campaigns might be failing even if ROAS looks good. 

What you’ll learn:

• Why most marketers are using AI wrong—and what to do instead 🤖
• How to structure attribution around intent and outcome, not just clicks
• What Meta’s CAPI and TikTok’s GMV Max are actually doing behind the scenes
• A 5-forces framework for making smart, scalable decisions with your marketing data
• Why “PMax is crushing it” might be a dangerous lie 😬
• The #1 mistake brands make with email and SMS (and how to fix it)
• How AI inside Wicked Reports is now outperforming even their human experts

Whether you’re spending $50K/month or managing multi-million dollar budgets, this episode is packed with hard-earned insights that will help you stop wasting money—and scale smarter.

📌 Links Mentioned:

• Wicked Reports
• FiveForces.com
• LinkedIn: Scott Desgrosseilliers

Loved this episode? Share it with a founder, CMO, or performance marketer who needs to hear this.