ABOUT THIS EPISODE
Taylor sits down with Austin Harrison, founder and CEO of Northbeam, to announce an official partnership between CTC and Northbeam. After years of public debate about attribution, they've found common ground: bringing enterprise-grade measurement to 7-figure DTC brands.
In this episode, Taylor and Austin discuss their history, what's evolved in measurement, and how CTC will deliver Northbeam's deterministic attribution data through Statlas.
Topics covered:
The origin story: from intellectual sparring to partnership
How MTA has evolved with clicks + deterministic views (C+DV)
Why 7-day click windows are insufficient for most brands
First-party data and new vs. returning customer identity resolution
How Northbeam data integrates directly into Statlas
Why service models can serve SMBs where software pricing can't
Incrementality testing and the path to get there
The mission: enterprise-grade tools for 7-figure brand
Key stat: Meta's longest DTC attribution window (7-day click) is structurally insufficient for brands with long consideration cycles or high AOVs.
Show Notes:
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