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Episode 226:

Building Trust in Marketing Data: An Engineer’s Guide to Attribution Architecture with Lew Dawson of Momentum Consulting

January 29, 2025

This week on The Data Stack Show, Eric and John welcome Lewis Dawson from Momentum Consulting to discuss the complexities of marketing attribution. Lew shares his extensive background in data, from coding in the late 90s to working in data warehousing, martech, and cybersecurity. The conversation delves into the challenges of attribution, including data accuracy, integration, and the need for robust monitoring systems. Lew emphasizes the importance of creating unique join keys for campaigns, fostering collaboration across teams to improve data-driven decision-making, and more. Don’t miss this episode! 

Notes:

Highlights from this week’s conversation include:

  • Lew’s Background and Journey in Data (1:06)
  • Attribution Challenges (2:16)
  • Attribution War Stories (8:09
  • Defining Attribution (12:32)
  • Complexities of Attribution (16:08)
  • Multi-Touch Attribution Challenges (21:31)
  • Campaign Creation Difficulties (23:27)
  • UTM Parameters Explained (26:01)
  • Challenges in Data Extraction (31:17)
  • Transforming and Merging Data (36:28)
  • Behavioral Data and Identity Resolution (40:29)
  • Hierarchical Structure of Campaigns (44:03)
  • Challenges of Data Consistency (49:38)
  • Mitigating Freeform Data Issues (52:21)
  • Creating Unique Join Keys (55:30)
  • The Importance of Defining Requirements (58:42)
  • Final Thoughts and Takeaways (1:00:39)

 

The Data Stack Show is a weekly podcast powered by RudderStack, the CDP for developers. Each week we’ll talk to data engineers, analysts, and data scientists about their experience around building and maintaining data infrastructure, delivering data and data products, and driving better outcomes across their businesses with data.

RudderStack helps businesses make the most out of their customer data while ensuring data privacy and security. To learn more about RudderStack visit rudderstack.com.

About the Podcast

Each week we’ll talk to data engineers, analysts, and data scientists about their experience around building and maintaining data infrastructure, delivering data and data products, and driving better outcomes across their businesses with data.

To keep up to date with our future episodes, subscribe to our podcast on Apple, Spotify, Google, or the player of your choice.

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