Ralph and Lauren welcome back Scott Desgrosseilliers, CEO of Wicked Reports, to dive into the biggest frustrations plaguing marketers today: accurate attribution. Scott unveils his brand-new “5 Forces” framework, a methodology born out of frustration, testing, and maybe a little time on the toilet—but designed to help marketers and entrepreneurs unlock hidden revenue from their existing data. You’ll learn why most attribution models fail, what metrics actually drive profits, and how to stop flying blind in your media buying decisions. If you’re running multi-million dollar ad spends or just looking to scale smarter, this episode delivers real-world strategies you can implement today.

Chapters:

00:00:00 - Kicking Off with Ralph, Lauren, and a Dash of Chaos
00:00:25 - Pandemic Flashbacks and Entrepreneurial Resilience
00:03:33 - Why Most Marketers Are Still Struggling with Attribution
00:05:05 - The Wild Origin Story of the Five Forces Framework
00:08:17 - Breaking Down the Five Forces That Will Transform Your Ad Game
00:24:04 - How Long Should You Wait to See Real Marketing Results?
00:28:35 - Lifecycle Marketing: Unlocking Hidden Growth in Your Funnel
00:28:59 - Setting Sales Benchmarks That Actually Mean Something
00:29:52 - What Most Marketers Forget to Factor In (That Could Kill ROAS)
00:31:56 - Decision Logs: The Secret Weapon for Smarter Ad Budgets
00:37:49 - Tweaking Traffic, Budget, and Creative for Maximum Impact
00:43:23 - Not All Customers Are Created Equal—Here’s Why That Matters
00:46:21 - Final Thoughts: Why the Five Forces Aren’t Just Theory

LINKS AND RESOURCES:

Unlock Marketing Clarity with The 5 Forces System
Tier 11 Data Suite
5 Forces AI
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

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The Muddled Attribution Puzzle Solved: Scott Desgrosseilliers’ 5 Forces

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