The Godfather of ABM takes us through his humble beginnings in Detroit’s industrial trenches to category creation and entrepreneurial expeditions. His journey spans building magnetic company cultures, cracking the code on remote work, sharing candid hiring wisdom, and transforming marketing failures into fuel for growth. Now building Channel99, he’s rewriting attribution with a touch of AI engineering, predicting marketing ROI, using a white box approach.More
Tag Archives: attribution
149: Kacie Jenkins: Claude Code’s Head of Marketing on capturing the true impact of marketing and avoiding reductive metrics
Marketing isn’t about cramming creativity into a spreadsheet, and Kacie’s journey proves it. She took on last-touch attribution, broke free from narrow metrics, and built a system that told the whole story, one where sales and marketing actually worked together. It wasn’t flashy; it was months of unsexy foundational work that led to record-breaking results. More
145: Barbara Galiza: The inconvenient truths of attribution no one wants to admit
Attribution is a bit like navigating Amsterdam’s canals: mesmerizing but full of hidden turns that don’t always make sense. You don’t need to chart every twist—just focus on finding the direction that moves you forward. Instead of obsessing over every click, use attribution like a compass, not a GPS. More
141: Rutger Katz: Cutting through the fluff of Lean methodology and recognizing when process gets in the way of efficiency
Rutger helps us cut through the fluff of Lean methodology in marketing and how to spot when process gets in the way of efficiency. His advice is to cut out the waste—whether in your process, your tech stack, or how you measure success. Focus on what drives conversions, keep your systems lean, and use simple structures to maintain speed without sacrificing alignment.More
139: Ron Jacobson: Why multi-touch attribution excels in credit distribution but fails in causality
Multi-touch attribution is a credit system, not the full story behind conversions. Incrementality testing digs deeper, asking what would’ve happened without a campaign. Don’t get stuck with basic tools; true measurement needs first-party data and statistical models. For startups, focus on nailing one channel before using tools like MTA or MMM to refine growth strategies.More
137: Liam Moroney: Rethinking measurement by balancing pipeline, brand, and long-term value in a nonlinear world
Liam handed us warm tea and one of his hand-knitted beanies as we explored how marketing goes beyond just hitting pipeline numbers. It’s about building trust, shaping perceptions, and ensuring your brand is top-of-mind when it matters. Balancing short-term wins with long-term brand-building is crucial, yet often misunderstood. Marketing’s true power lies in creating a lasting impact that drives real decisions.More
135: Pranav Piyush: Why multi-touch attribution is broken and what you should do instead
Pranav guides us out of the labyrinth of multi-touch attribution under the clear sky of incrementality and causality, urging marketers to focus on whether their efforts genuinely drive sales that wouldn’t have happened otherwise. Early-stage startups can benefit by prioritizing simple methods like geo-based testing over complex attribution models, allowing intuition to guide resourceful experimentation.More
133: Simon Heaton: Buffer’s Director of Growth Marketing on agile sprints, holdout testing and why a CRM or GA4 isn’t in their tech stack
Simon helps us explore Buffer’s martech journey, highlighting their shift from traditional tools to a product-led approach driven by data and server-side analytics. We unpack their use of Customer.io for automation and hold out testing, Redash for data insights, and their agile sprint model that fosters continuous innovation. Discover how Buffer’s small team thrives with efficient, data-driven strategies.More
132: Ashleigh Johnson: Tales of a Marketing Technologist from Microsoft
Ashleigh gives us a glimpse into the enterprise world of martech, and it might not be what you’re expecting. We unpack rotational programs, internal personal networks, shadowing colleagues, robust documentation, AI deployment and empowering tool owners to make technology-driven decisions.More
131: Siobhan Solberg: A guide to ethical marketing with data minimization and privacy strategies
Siobhan takes on a behind-the-scenes look at the hidden mechanics of data privacy, ethical marketing practices, and effective data management. Marketers should break down the user journey into less phases and minimizing data collection. Prioritizing ethical practices and transparency builds trust and leads to more informed decisions and stronger customer relationships.More