Jun 9, 2026 · 43 min · 11 segments
Most marketing teams have more data than ever. Yet many are less confident in what is actually working.AI-generated content is flooding every channel. Attribution is getting harder. Personalization…
David FinkelsteinHost
Jessie LizakHostSo, you know, marketing and data go hand-in-hand these days, uh, very much so.
Um, and so one of the first things we'll jump into is our first topic, measuring marketing beyond attribution.
It's only gotten worse over time, and I think AI has really just accelerated the breakdown of how teams are thinking about attribution and whatThat means for them and what they wanna be measuring and how are they reporting out success to, you know, their leadership, their board, you know, whoever that may be.
Uh, what we know is that attribution models were really built for a world where buyers were clicking on links in a sequence.
Uh, and then they're showing up to a demo that they've, you know, signed up for already pretty well down the decision-making path.
And, you know, your UTMs or any of the tracking data that you have in place is not necessarily catching all of those things.
But what's really hard is that the dashboards are still showing something, and so then there's an assumption either with your leadership or your board or the rest of your team internally that, that what is being tracked is accurate, but so much of it is being missed.
And that can be where it gets really tricky for teams to understand, you know, in this new world of AI search and dark social, what is actually working, what can they actually measure, what are they looking for? And so, it really is requiring teams to step back and think, you know, about, you know, when we're, this whole new distribution channel and engagement mechanism has really changed, what is it that we can be keeping our eyes on and making these judgment calls around about what truly is and is not working when we can't necessarily rely on our traditional data sources in order to help us do that?
Attribution has become, you know, more and more difficult to measure given the different channels that everybody's, you know, communicating on, and how many touches it takes for [laughs] a person to actually convert.
Um, and then you end up in the situation where, like, okay, who, who gets credit for that conversion, right? And so l- talk to me about, like, where do you see, like, if I'm, if, if I'm a business, I'm, I'm a marketer, I'm trying to figure out, like, what is the one most measurable thing I could be doing, um, when it comes to attribution?
I think really the best thing that marketers can be doing is figuring out how to find ways to connect what you're doing back to revenue.
... that the rest of the leadership team is speaking, your board is speaking.
As much as marketing leaders can do to be able to tie activity back to revenue and rethinking, you know, what that looks like.
That may be as simple as having your sales team asking prospects how they, what they've heard about you, how did they come across your brand.
We've been doing this with our team and have gotten some really fantastic insights, uh, around prompts that they were using in ChatGPT, for example, in order to learn about us and get connected, that I would have no way right now of knowing that that search was happening because they didn't actually click on anything.
So, you know, marketing and data go hand-in-hand these days, uh, very much so.
Um, and so one of the first things we'll jump into is our first topic, measuring marketing beyond attribution.
It's only gotten worse over time, and I think AI has really just accelerated the breakdown of how teams are thinking about attribution and whatThat means for them and what they wanna be measuring and how are they reporting out success to, you know, their leadership, their board, you know, whoever that may be.
Uh, what we know is that attribution models were really built for a world where buyers were clicking on links in a sequence.
Uh, and then they're showing up to a demo that they've, you know, signed up for already pretty well down the decision-making path.
And, you know, your UTMs or any of the tracking data that you have in place is not necessarily catching all of those things.
But what's really hard is that the dashboards are still showing something, and so then there's an assumption either with your leadership or your board or the rest of your team internally that, that what is being tracked is accurate, but so much of it is being missed.
And that can be where it gets really tricky for teams to understand, you know, in this new world of AI search and dark social, what is actually working, what can they actually measure, what are they looking for? And so, it really is requiring teams to step back and think, you know, about, you know, when we're, this whole new distribution channel and engagement mechanism has really changed, what is it that we can be keeping our eyes on and making these judgment calls around about what truly is and is not working when we can't necessarily rely on our traditional data sources in order to help us do that?
Attribution has become, you know, more and more difficult to measure given the different channels that everybody's, you know, communicating on, and how many touches it takes for [laughs] a person to actually convert.
Um, and then you end up in the situation where, like, okay, who, who gets credit for that conversion, right? And so l- talk to me about, like, where do you see, like, if I'm, if, if I'm a business, I'm, I'm a marketer, I'm trying to figure out, like, what is the one most measurable thing I could be doing, um, when it comes to attribution?
I think really the best thing that marketers can be doing is figuring out how to find ways to connect what you're doing back to revenue.
... that the rest of the leadership team is speaking, your board is speaking.
As much as marketing leaders can do to be able to tie activity back to revenue and rethinking, you know, what that looks like.
That may be as simple as having your sales team asking prospects how they, what they've heard about you, how did they come across your brand.
We've been doing this with our team and have gotten some really fantastic insights, uh, around prompts that they were using in ChatGPT, for example, in order to learn about us and get connected, that I would have no way right now of knowing that that search was happening because they didn't actually click on anything.
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