Attribution is one of the toughest challenges for modern marketers—how do you measure what truly drives revenue in a complex, multi-touch journey? In this episode, Drew Neisser sits down with Taran Nandha, Founder and CEO of Growth Natives and DiGGrowth, to unpack the intricacies of marketing attribution and analytics.
In this episode:
- Taran identifies the top mistakes marketers make with attribution, from relying on vanity metrics to overlooking offline touchpoints.
- He explains the importance of aligning people, processes, and tools to build an effective attribution system that delivers insights aligned with business objectives.
- Learn how to move beyond first-touch and last-touch models by embracing multi-touch attribution and account-based analytics for a more complete picture of customer journeys.
You’ll also discover:
- How to connect and normalize data across platforms like CRMs, marketing automation tools, and ad channels.
- Practical tips on using cohorts and journey mapping to track ROI for events and campaigns over time.
- The role of AI in making sense of data and optimizing your marketing strategy.
Whether you’re new to attribution or looking to refine your approach, this episode is packed with actionable advice to help you prove the value of your marketing efforts and drive better business outcomes.