226: Building Trust in Marketing Data: An Engineer's Guide to Attribution Architecture with Lew Dawson of Momentum Consulting

The Data Stack Show

Highlights from this week’s conversation include:

• Lew’s Background and Journey in Data (1:06)
• Attribution Challenges (2:16)
• Attribution War Stories (8:09
• Defining Attribution (12:32)
• Complexities of Attribution (16:08)
• Multi-Touch Attribution Challenges (21:31)
• Campaign Creation Difficulties (23:27)
• UTM Parameters Explained (26:01)
• Challenges in Data Extraction (31:17)
• Transforming and Merging Data (36:28)
• Behavioral Data and Identity Resolution (40:29)
• Hierarchical Structure of Campaigns (44:03)
• Challenges of Data Consistency (49:38)
• Mitigating Freeform Data Issues (52:21)
• Creating Unique Join Keys (55:30)
• The Importance of Defining Requirements (58:42)
• Final Thoughts and Takeaways (1:00:39)

The Data Stack Show is a weekly podcast powered by RudderStack, the CDP for developers. Each week we’ll talk to data engineers, analysts, and data scientists about their experience around building and maintaining data infrastructure, delivering data and data products, and driving better outcomes across their businesses with data.

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