My talk at BrightonSEO titled "The Attribution Illusion: Why 1 + 1 = 5 in Your Marketing Reports" digs into the theme of marketing teams being inundated with lots of data from multiple data platforms. Every data platform is biased (yes, including Google Analytics) yet has pros and cons different from other platforms. Here are the slides.

About the talk

I gave a talk at BrightonSEO in Brighton titled "The Attribution Illusion: Why 1 + 1 = 5 in Your Marketing Reports" which was all about how marketing platforms each have their own unique attribution and tracking methodologies. Each giving different results. And each correct in their own way. They are all biased and have gaps and strengths that each other doesn't. So how do we as marketers move forward with so many competing narratives?

The talk itself went well on the day. However, one small frustration as the organisers didn't have my final version of the deck on screen. That was a little annoying, as I'd rehearsed and practised against a different, finished deck! The slides linked below are that final, polished version.

The slides

Here is the full Google Slides presentation.