227: The Art & Science of Marketing Attribution: From UTMs to Machine Learning with Lew Dawson of Momentum Consulting

The Data Stack Show

Highlights from this week’s conversation include:

• Welcome Back, Lew (0:14)
• Recap of Previous Discussion (1:03)
• Benefits of Hashing Information (2:33)
• Using Hashes for Data Context (4:24)
• Hashing and Query Parameters (7:24)
• Static Values for Hashing (11:10)
• Identity Resolution in Data Attribution (14:36)
• Methodologies for User Tracking (16:37)
• Combining Data Sources for Attribution (21:13)
• Understanding Data Gaps (25:25)
• Defining Objectives and KPIs (27:50)
• Identity Resolution Challenges (28:46)
• User and Session Stitching (32:01)
• Trusting Ad Platforms (35:23)
• Defining Attribution (38:09)
• The Credit Dilemma (40:18)
• First Touch Attribution Explained (41:47)
• Linear Attribution Model (43:21)
• B2C and B2B Attribution Scenarios (45:22)
• Timeframes in Attribution (47:29)
• Understanding Lookback Windows (49:34)
• Google Analytics Changes (51:20)
• Attribution After Conversion (53:26)
• Online vs. Offline Attribution (55:49)
• Discipline in Tracking (58:52)
• Challenges in Coordination (1:00:12)
• QR Codes and Data Integration (1:01:55)

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