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In this episode, Craig shares insights from managing over 100 million dollars in ad spend, discusses the complexities of attribution in marketing, and reveals common mistakes in paid media management. Learn how to connect the dots across channels and avoid costly errors.
key topics
The complexity of attribution systems
Connecting marketing channels for better insights
Common mistakes in conversion tracking
The importance of holistic marketing systems
The role of AI in marketing attribution
Lessons from managing over 100 million in ad spend
The impact of Google updates on marketing strategies
Strategies for effective cross-channel marketing
Chapters
00:00 Introduction to Craig and his expertise in paid media
02:00 Creating effective attribution systems in healthcare
04:05 Understanding different attribution models for channels
05:05 The role of AI in marketing attribution
07:01 Balancing work and family life as a remote worker
08:58 Adapting to pandemic conditions and remote work
11:04 Early career challenges with marketing and attribution
13:04 The importance of understanding business-level metrics
15:55 Connecting financial data with marketing efforts
18:55 The system approach to marketing and business success
22:00 Common mistakes in marketing accounts and how to avoid them
35:03 The impact of Google updates and how to adapt
45:04 The importance of continuous learning and adaptation
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