227: The Art & Science of Marketing Attribution: From UTMs to Machine Learning with Lew Dawson of Momentum Consulting

This week on The Data Stack Show, Eric and John welcome back Lewis Dawson from Momentum Consulting as the group delves into the complexities of data attribution. They discuss the limitations of traditional UTM parameters and the advantages of using hashing methodologies to enhance data quality and attribution accuracy in marketing campaigns. The conversation highlights the importance of stable identifiers, the integration of dynamic parameters from advertising platforms, and best practices for managing metadata in data systems. They also explore various attribution models, including first touch, last touch, and multi-touch, and discuss the challenges of identity resolution and maintaining data integrity across different platforms. Don’t miss this great conversation.

Highlights from this week’s conversation include:

• Welcome Back, Lew (0:14)

• Recap of Previous Discussion (1:03)

• Benefits of Hashing Information (2:33)

• Using Hashes for Data Context (4:24)

• Hashing and Query Parameters (7:24)

• Static Values for Hashing (11:10)

• Identity Resolution in Data Attribution (14:36)

• Methodologies for User Tracking (16:37)

• Combining Data Sources for Attribution (21:13)

• Understanding Data Gaps (25:25)

• Defining Objectives and KPIs (27:50)

• Identity Resolution Challenges (28:46)

• User and Session Stitching (32:01)

• Trusting Ad Platforms (35:23)

• Defining Attribution (38:09)

• The Credit Dilemma (40:18)

• First Touch Attribution Explained (41:47)

• Linear Attribution Model (43:21)

• B2C and B2B Attribution Scenarios (45:22)

• Timeframes in Attribution (47:29)

• Understanding Lookback Windows (49:34)

• Google Analytics Changes (51:20)

• Attribution After Conversion (53:26)

• Online vs. Offline Attribution (55:49)

• Discipline in Tracking (58:52)

• Challenges in Coordination (1:00:12)

• QR Codes and Data Integration (1:01:55)

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