The Marketing Millennials The Attribution Strategy Every Marketer Should Use | Bathroom Break #95
Feb 16, 2026
They critique why common attribution models, especially last-click, mislead marketers and inflate search budgets. They highlight holdout groups and geo tests as real ways to measure lift. They discuss blending methods like MMM and incrementality testing. They recommend a simple survey question to capture where customers first heard about you.
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Meeting Interrupted By Altitude Sickness
- Jay shared his experience with altitude sickness on a trip to Colorado that disrupted a meeting.
- He described getting a crashing headache and vomiting mid-meeting, then returning to continue.
Attribution Is Directional, Not Definitive
- Attribution is a directional compass, not a GPS for marketing decisions.
- Relying on attribution as exact guidance misleads teams into wrong budget shifts.
Last-Touch Creates A Misleading Bias
- Last-touch attribution overvalues channels that capture the final click, like Google Search.
- That bias causes teams to overinvest in those channels while ignoring earlier influences.