In this episode of the monday.com podcast, the hosts tackle the complexities of marketing attribution, especially as marketing budgets increase. They kick off the conversation by highlighting how the number of marketing channels and campaigns complicates tracking, emphasizing the need for accurate data to enhance ROI. The speakers share their methodology, starting with fundamental UTM tracking and landing page improvements, and advancing to advanced machine learning models that assess various touchpoints to identify which marketing strategies truly drive conversions. A crucial insight is the emphasis on Return on Ad Spend (ROAS) over simple conversion rates, as valuable customers can come from channels that might not show high conversion numbers. Overall, the episode offers practical tips for marketers looking to create effective attribution models that boost efficiency and maximize returns on their investments.
