Do This, NOT That: Marketing Tips with Jay Schwedelson SPECIAL SERIES ==> Your Attribution Data Is Lying to You 🤥 <== | BATHROOM Break #95 COLLAB: The Marketing Millennials + Do This, Not That
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Feb 16, 2026 They unpack why attribution is a directional compass, not a precise map. They explain why last-touch often overcredits search and how that misleads decisions. Practical testing methods get attention: holdout groups and geo-tests to validate true lift. They also talk simple data hacks like a "how did you hear" form field and trade a light-hearted take on Olympic curling.
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Attribution Is A Directional Compass
- Attribution should be treated as a directional compass, not a turn-by-turn GPS.
- Use it to compare channels, not to make exact spend decisions based solely on last-touch data.
Search Often Gets Last-Touch Credit
- Many buyers research before visiting your site, so search often appears as last-touch.
- Jay notes companies then over-invest in Google because last-touch hides earlier influences.
Run Holdout Tests For Real Lift
- Use holdout groups to measure true incremental lift from campaigns.
- Hold back ~5–10% of your database from all campaign exposure and compare conversion deltas.