The ultimate guide to Martech

MTA stands for Multi-Touch Attribution, a marketing measurement method that tracks how different touchpoints contribute to conversions.

Most people just don't do the work early on. And then when they want to go back later and have MTA results, they don't have the data to do it. So one of the things I tell people who are debating this is let's just get the infrastructure right from the beginning.

I'm paying a lot of attention to how marketers make decisions with probabilistic data because most of the work that I'm doing now is actually saying, well, given that we don't have determinist data about a certain audience or where somebody came from, how can I find other information that will create a model for 30% of the population and we can use that to extrapolate to a hundred.

It's not just build versus buy. It's build and buy now. So you buy the tool to get 90% of the way there and then you build the cool thing on top with the other 10%. And that's how you actually have a lot of velocity.

As you cross a hundred to 200 people, somebody has to be responsible for knowing how data flows through tools, how it's worked, what's the schema. And that's not even considering procurement and legal stuff. You have infinite liability if you don't manage your contracts well.