The Shortcomings of Attribution Modeling with Chris Walker

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In this episode we talk with Chris Walker, the CEO and founder of Refine Labs about his view on attribution modeling and marketing. Attribution modeling is a hot topic for Marketing Ops professionals, and he has a different perspective on the value of attribution modeling versus other sources of insights to inform marketing. 

He is not suggesting that we should not be doing attribution modeling, but that we should be honest about what it can and can't inform. Toward the end of our conversation we get into how you, as a marketing ops or revenue ops professional, have tremendous insight into this data and can use that to initiate strategic discussions about what is working and not in marketing.

Recorded live November 4, 2021.

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