Episode 1 | Engineering for Scale - Marketing attribution

In this episode, Sean Clanchy and Sean Fisher discuss marketing attribution and understanding commercials. They explore the different understandings of marketing attribution and how different platforms attribute sales. They emphasize the importance of understanding the context behind the data that platforms display and how it can help optimize campaigns. They also discuss the role of brand campaigns and the importance of high-quality, consistent creative content.

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Chapters

00:00 - Introduction and Definition of Marketing Attribution

08:00 - Understanding the Contribution of Different Marketing Channels

11:03 - Holding Teams Accountable and Measuring Efforts

18:19 - Mistakes in Teaching Attribution and Niche Specialization

24:01 - Key Takeaways and Actionable Steps

27:05 - Conclusion

The key takeaways:

1. Understand the context behind each campaign and how platforms attribute sales,

2. Focus on acquisition of new customers and show value through new business generation, and

3. Have a broad understanding of different marketing channels and their role in the overall business.

Sound bites:

"If you understand the context in which ad platforms are displaying data, you can start to get a really thorough understanding of how well each channel is performing and what to do next as a next step to optimize those campaigns."

"Acquisition of new customers is the leading way for you to show results as a business or as a marketer."

"Content is king. Having the right content for my channel, for my campaign and for the audience I'm targeting is key to success."