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The industry still relies on flawed attribution

Emir and Obaid talk about how most companies still incorrectly use attribution, how they attribute the wrong channels as revenue drivers, and their lack of investment in brand building due to it being harder to track.

Season 1 Episode 2

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Episode 3

Attribution is about collecting more data

Emir and Obaid talk about how the perfect attribution model doesn't exist, why self-reported attribution is a good, but limited start, and the need to collect more data to better understand complex buyer journeys.

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