Marketing attribution often feels like a guessing game where everyone just ends up giving credit to Google Search. Jay Schwedelson connects with Daniel Murray from The Marketing Millennials to break down why you should treat attribution data as a directional compass rather than a precise GPS. They discuss practical ways to validate your data, including the power of holdout groups and geo-testing, plus a random side conversation about whether Olympic curlers are actually the best athletes in the world.
Follow Daniel on LinkedIn and check out The Marketing Millennials podcast for sharp, no-fluff marketing insights. Subscribe to Ari Murray’s newsletter at gotomillions.co for sharp, actionable marketing insights.
Best Moments:
(01:50) Why attribution should be viewed as a compass instead of a turn-by-turn GPS
(02:22) The problem with giving Google Search all the credit for last-touch conversions
(03:10) How to set up a holdout group to measure the true lift of your campaigns
(04:09) Using geo-based testing to see if specific channels are actually driving growth
(04:45) Why it is a red flag if one channel claims 100% of the credit in a multi-touch world
(05:15) The surprisingly effective "How did you hear about us?" form field strategy
(06:40) A hot take on whether curling athletes are actually the best in the world
Check out Jay’s YOUTUBE Channel: https://www.youtube.com/@schwedelson
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Pre-order Jay Schwedelson’s new book, Stupider People Have Done It (out April 21, 2026). All net proceeds are donated to The V Foundation for Cancer Research—let’s kick cancer’s butt: https://www.amazon.com/Stupider-People-Have-Done-Marketing/dp/1637635206
