Is your Multi-Touch Attribution (MTA) model lying to you? In this episode of Full Funnel, Rohit talks with Charlie de Thibault, a marketing measurement expert who manages nine-figure budgets and is the founder of Growth Dynamics. Charlie reveals why he abandoned fragile MTA and how it was quietly bleeding margins at major companies like Oracle.Discover the "life after MTA" as Charlie unpacks a powerful toolkit of alternative measurement strategies to uncover the true source of your growth.In this episode, you will learn:✅ Real-world B2B and B2C examples of how MTA massively under-reports channels like Meta & TikTok and misattributes revenue.✅ Why the claim that MTA tracks the "entire buyer journey" is a myth.✅ How targeting that looks efficient in your dashboard can actually suffocate your growth.✅ Session Quality Scoring: A powerful method to evaluate traffic quality without relying on flawed journeys.✅ Self-Reported Attribution: How to use simple survey questions to measure what models can't, including word-of-mouth.✅ How to triangulate data from multiple sources to make confident, multi-million dollar budget decisions.✅ A more accurate, stage-by-stage model for B2B forecasting.✅ A refreshingly honest take on the current limitations of AI in marketing measurement and content creation.If you're a marketer, founder, or analyst ready to move beyond broken attribution models and measure what truly drives profitable growth, this episode is essential viewing.Subscribe to Full Funnel for more insights into building winning marketing strategies! https://newsletter.fullfunnel.media

Join Rohit on Full Funnel as he sits down with Ben Dutter, Chief Strategy Officer at Power Digital and Founder of Fuse Point, to discuss how to crack the growth code. This episode is your guide to building future-proof marketing strategies powered by the principles of incrementality.Ben Dutter shares his invaluable experience, guiding listeners away from flawed traditional metrics towards robust, scientific measurement. Discover how Power Digital champions "contribution, not attribution," leveraging rigorous experimentation to uncover true business impact and engineer sustainable growth for their clients.In this insightful conversation, Ben breaks down:✅ The pivotal moments that highlight the shortcomings of conventional marketing performance claims.✅ Actionable strategies for implementing and scaling incrementality testing to understand real ROI and secure future growth.✅ How to identify hidden waste in your budget and reallocate resources for maximum, measurable effect.✅ A look into how advanced data approaches and platforms (like Power Digital's NOVA system) support data-backed, future-ready marketing decisions.✅ Navigating the complexities of retail media measurement and ensuring your spend is truly additive for long-term success.✅ Understanding and measuring the "halo effects" of marketing campaigns across all your sales channels to build a holistic view.✅ Practical advice for marketers to confidently discuss budgets with the C-suite, using clear, impact-focused metrics that resonate.✅ How to structure your marketing for what's next, focusing on adaptable and resilient approaches.Subscribe to Full Funnel for more insights into building winning marketing strategies! https://newsletter.fullfunnel.media