How AI Is Making Marketing Attribution (Finally) Easy— Scott Desgrosseilliers | Why Brands Fail Without Attribution, How AI Changes Tracking, Why Ad Platform Data Misleads, What Strategy Ensures Accurate Measurement, Why To Focus On New Customers (#417)

In this episode, Scott Desgrosseilliers, CEO of Wicked Reports, discusses the complexities of marketing attribution and the common pitfalls brands face in tracking their ad campaigns. 

He emphasizes the importance of having a reliable attribution source, the misconceptions surrounding ad platform reporting, and introduces his Five Forces system designed to help marketers optimize their strategies. 

The conversation also highlights the role of AI in improving attribution accuracy and shares success stories from brands that have effectively utilized these strategies. 

Use code COFFEEBREAK at 5Forces.com to get $800 off (regular price: $1,500). 

Topics discussed in this episode:  

• Why ad platform data misleads brands and wastes spend. 
• How 30-day lookback windows create false attribution signals. 
• What measurement strategy every brand needs for accurate tracking. 
• Why paid media should prioritize new customer acquisition. 
• How to segment new vs. repeat customers effectively. 
• What the Five Forces system reveals about marketing alignment. 
• Why brands are flying blind without attribution frameworks. 
• How AI is revolutionizing the attribution process. 
• What dedicated onboarding support means for implementation. 
• How contact-based pricing works in attribution tools. 

Links & Resources 

Website: https://www.wickedreports.com/
LinkedIn: https://www.linkedin.com/in/scottd71/
Facebook: https://www.facebook.com/WickedReports/

Get access to more free resources by visiting the show notes at
https://tinyurl.com/yvvtscp6 

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