Jonathan Becker: evaluation

Transcript context

…What is it, or is there a recommendation of just like, hey, if you're trying to do attribution today, here's what you should do. Is there a clear, do this, piece of advice, or is it super personalized depending on what you're trying to do? The advice is that there's no single source of truth. Anyone who claims that they are a single source of truth, whether it's an individual, a model that they've created, or a tool that they've created, is not being accurate. I believe that the approach that works to attribution is that it's an ongoing investigation and it never stops, and essentially what you're doing is looking for evidence that validates the outcome of your performance marketing campaigns one way or the other. There have been plenty of incredibly sophisticated attribution models that we've helped build and invalidated with MMM or other types of tools that have indicated that the campaigns do not work. So I will repeat that, we, a very sophisticated organization, have stood up campaigns that we measure and ultimately determine do not work, and that is an important finding in terms of an organization's determination of whether they want to continually invest, take budget out of these channels, or invest into other areas. Awesome. You mentioned a company called Recast. I don't think you knew this, but I'm actually an investor, and so obviously a big fan, so check it out. I don't know what the site is, recast.com maybe. I think if you Google Recast attribution, we'll also have a link in the show notes.…

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