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
Tag Archives: performance marketing
153: Sundar Swaminathan: How Uber measures the ROI of marketing according to their former Growth Marketing Data Science Lead
After leading Uber’s Marketing Data Science teams, Sundar shares insights that work for both tech giants and startups. Beyond uncovering that Meta ads generated zero incremental value (saving $30 million annually), they mastered measuring brand impact through geo testing and predicting LTV through first-week behaviors. Small companies can adapt these methods through strategic A/B testing and simplified attribution models, even with limited sample sizes. More