What's In An Ad (Ep #02): Making Sense of Attribution with Tom Leonard
Attribution is one of the biggest challenges that marketers face today; how do you make sense of it as privacy and AI reshape the marketing landscape?
In this episode of What's In An Ad, host Swagam Dasgupta, CEO of Pint AI, sits down with Tom Leonard, an experienced digital marketer and fractional marketing leader (Founder, Tom Leonard Consulting), to delve into the evolving world of attribution.
As privacy regulations and AI reshape the landscape, Tom shares his perspectives on why traditional attribution methods may no longer be effective and how marketers can adopt new strategies like incrementality testing and geo experiments.
Key topics include:
1. The limitations of conventional attribution models.
2. Why marketers should focus on proving the incremental impact of their ads rather than obsessing over click-based metrics.
3. The need for healthy skepticism when evaluating measurement models like MMM (Marketing Mix Modeling).
4. How creative testing and data-driven insights can help optimize upper-funnel strategies.
5. Bridging the gap between brand and performance marketing teams for more cohesive campaign planning.
Whether you're a performance marketer, brand strategist, or adtech enthusiast, this conversation will provide actionable insights into navigating attribution in this AI-driven, privacy-focused era.
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