Sales Attribution

Answer

Explores the upcoming measurement crisis and why current media efficiency metrics are often inaccurate, focusing on multi-channel attribution and MMM.

Source: The 2026 Measurement Crisis: Why Your Media Efficiency is Probably a Lie With Sally Kazin and Ross Walker - Episode 438 on Ecommerce Braintrust.

Top episodes

1. 1. The 2026 Measurement Crisis: Why Your Media Efficiency is Probably a Lie With Sally Kazin and Ross Walker - Episode 438

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   Explores the upcoming measurement crisis and why current media efficiency metrics are often inaccurate, focusing on multi-channel attribution and MMM.

2. 2. Bonus: Revenue Is Lying to You: Planning, Execution and What Actually Drives Growth with Three Ships and Keen's Brand Study

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   Breaks down data from over 540 DTC operators to reveal what actually drives growth versus what revenue data claims, focusing on planning and attribution.

3. 3. How Ridge Uses Incrementality to Cut Waste and Scale What Works

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   The CEOs of Ridge and Northbeam discuss how to use incrementality to cut marketing waste and move beyond broken measurement signals.

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