Posts by Scott Zakrajsek
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Cross-channel marketing attribution has never been more accessible. With digital analytics tools providing near-instant feedback, it’s easy to believe we have accurate attribution and a complete understanding of our marketing performance. But the biggest challenges of marketing attribution come from this exact illusion. The truth is simple: Just because something is easy to measure doesn’t […]
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Data is everything. It informs strategy, optimizes marketing spend, and drives growth. Yet many brands struggle with data quality issues that quietly drain performance — leading to wasted budgets, poor decision-making, and missed opportunities. The good news? Most of these data quality challenges are solvable with the right mix of technical improvements and smarter data […]
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Modern marketers face constant pressure to hit numbers quickly. Executives want fast revenue. Boards want immediate returns. Growth Marketing Teams become trained to prioritize short-term wins because those results are visible, measurable, and easy to report. But what you gain in the short term, you often lose in the long term. Behind the scenes, a […]
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Modern marketing runs on data—but for most organizations, that data lives everywhere and nowhere at once. Paid media metrics sit in ad platforms. Conversion data hides in analytics tools. Customer information lives in a CRM. Transaction history is stored in eCommerce or POS systems. This fragmentation creates a constant drag on marketing performance. Teams waste […]
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For many brands, cross-channel marketing attribution feels like the answer to a chaotic, multi-platform world. Tools promise perfect visibility into which channels, touchpoints, and campaigns drive conversions. Dashboards get prettier. Models get more complicated. And marketers feel like they’re finally getting closer to “accurate attribution.” Except, they’re not. Here’s the hard truth: cross-channel marketing attribution […]