Matt leads the measurement function at Canva, he reshaped measurement so centralized models stayed steady while embedded data scientists guided decisions locally, and he built one forecasting engine that finance and marketing can trust together.More
Tag Archives: multi-touch
184: Nadia Davis: How to decide if attribution data is good enough to guide strategy
Nadia learned early that attribution keeps you in business, proving to executives why the budget, the team, and the work matter. Seeing “attribution is dead” posts, she built her Attribution Periodic Table to show data modeling, measurement rules, and cross-team alignment as one connected system.More
178: Guta Tolmasquim: Connecting brand to revenue with attribution algorithms that reflect brand complexity
Brand measurement often feels like a polite performance nobody fully believes, and Guta learned this firsthand moving from performance marketing spreadsheets to startup rebrands that showed clear sales bumps everyone could feel. When she built Purple Metrics, she refused to pretend algorithms could explain everything, designing tools that encourage gradual shifts over sudden upheaval.More
176: Rajeev Nair: Causal AI and a unified measurement framework
Rajeev believes measurement only works when it’s unified or multi-modal, a stack that blends multi-touch attribution, incrementality, media mix modeling and causal AI, each used for the decision it fits. At Lifesight, that means using causal machine learning to surface hidden experiments in messy historical data and designing geo tests that reveal what actually drives lift. Attribution alone can’t tell you what changed outcomes.More
167: Moni Oloyede: The marketing ops identity paradox, attribution is a waste of time and GTM engineering is just sales ops
Your buyers can’t remember why they bought from you, our brains physically can’t store that information correctly. But we’ve built elaborate attribution systems pretending otherwise. Moni helps us understand why we need to stop crediting random touchpoints and start measuring how effectively each content piece performs its specific job in moving people through your funnel.More
166: Constantine Yurevich: Visit Scoring, an alternative to MMM and MTA few marketers know about
Multi-touch attribution is a beautifully crafted illusion we all pretend to believe in while knowing deep down it’s flawed. The work is mysterious, but is it important? The big ad platforms sell us sophisticated solutions they don’t even trust for their own internal decisions. Is it time we accept marketing causation is a thing we can’t measure?More
165: Ashley Faus: Building content that matches actual human thinking by integrating lifecycle, content and product marketing
Marketing frameworks often fail because they ignore how humans actually behave. People don’t follow neat, linear paths; they explore, double back, and leap ahead based on genuine interests. Drawing from her diverse experience across corporate communications and lifecycle leadership, Ashley exposes how artificial walls between marketing functions create dysfunction while offering a solution. 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