Moosejaw, a leading outdoor equipment and apparel retailer, recognized the constraints of last touch attribution when it began to scale its business. “We were knocking it out of the park in terms of last touch with direct response and lower funnel marketing campaigns,” explains Kelli Patterson, Senior Manager of Digital Marketing at Moosejaw. “But in order to scale, we knew that we needed to be able to measure brand awareness and launch campaigns that could drive new customer acquisition.”

That’s why Moosejaw made the switch to multi-touch attribution, adopting a custom model that uses a game theory methodology in order to attribute fractions of a sale to different channels. Kelli spoke with Sidecar in our latest podcast about how Moosejaw made the switch, what challenges her team encountered along the way, and what the results have been so far.