Why most marketing attribution models are broken
We spend enormous energy attributing conversions to channels, yet the models we rely on systematically misrepresent how customers actually decide. Here's what I think we're getting wrong.
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Marketer · Developer · Founder
Founder of TopOut Group. I write about technology, marketing, and the intersection of the two — with the occasional detour into whatever's caught my attention.
Business
A marketing consultancy helping companies grow through sharper positioning, better use of technology, and strategies that reflect how customers actually make decisions.
Code
Side projects, experiments, and tools I'm building — mostly at the intersection of marketing and technology.
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