Data-driven attribution explained by Josh Prizer of Zero Company: see how last-click credit hides the keywords that start your funnel, and what to use instead.
Data-driven attribution explained in plain terms: in Episode 3 of the ROI Driven Marketing Masterclass, Josh Prizer, VP of Digital Marketing at Zero Company, walks Tullio Siragusa through a single buyer journey and asks who should get the credit for the sale.
Josh traces one path from a display ad to a paid search click, two organic visits, and a final direct visit. Under last-click attribution, that direct visit takes all the credit, and the early keywords that started the journey begin to look like they never convert.
Watch to learn:
• Why last-click attribution shuts off top-of-funnel keywords
• How a data-driven model assigns value to each step, with the first and last clicks usually weighted most
• Where to set the attribution model for a conversion action in Google Ads
• Why soft conversions like white paper downloads are worth tracking
• What a good agency should be asking you about your own funnel
Josh's test for any marketing budget is simple: you would not accept a stock you could not track, so do not accept untracked marketing either.
Listen to the full episode: https://www.theblisspodcast.com/how-to-measure-marketing-performance-for-better-roas-episode-3-of-5/
Josh Prizer: https://www.theblisspodcast.com/guests/josh-prizer/
Tullio Siragusa: https://www.theblisspodcast.com/guests/tullio-siragusa/
More from the ROI Driven Marketing Masterclass: https://www.theblisspodcast.com/categories/roi-driven-marketing-masterclass/
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