How To Make Marketing Attribution Work - Scott Desgrosseilliers (#019)

Marketing attribution is one of the toughest challenges for modern marketers — and most get it wrong. In this episode of the ContraMinds Podcast, we sit down with Scott Desgrosseilliers, Founder & CEO of Wicked Reports, to decode what really works in measuring marketing impact. Scott shares his journey of building Wicked Reports and explains why accuracy alone isn’t enough — attribution has to be actionable. He covers practical insights on choosing the right attribution model, measuring KPIs beyond ROAS, connecting online and offline journeys, and balancing experimentation with accountability.If you’re a CMO, performance marketer, or entrepreneur looking to cut through the noise and understand what truly drives growth, this episode is packed with actionable wisdom.What You’ll Learn in This Episode:•Why marketing attribution isn’t about perfection but profitability•How to align attribution models with campaign intent•Which KPIs go beyond vanity metrics (like NCAC and New Visit %)•How to bridge online and offline sales data•The mindset every marketer needs: persistence + accountabilityAbout Scott DesgrosseilliersScott Desgrosseilliers is the Founder & CEO of Wicked Reports, a pioneering marketing attribution platform built to give businesses clarity on what really drives growth. Today, Scott is known for his no-nonsense approach to attribution: transparent, actionable insights that cut through the noise and focus on profitability.📌 Watch the Full Episode & Chapters:00:00:00 Introduction  00:03:28 Accuracy Is Table Stakes—Actionability Wins  00:06:18 Pick the Right Model for the Job, Not a Holy Grail  00:10:37 Start from Real Sales, Tag Everything, Build the Timeline  00:21:33 You’ll Never Get 100%—Stack Signals and Move On  00:26:34 ROAS & CAC Aren’t Enough—Track NCAC and New-Visit %  00:31:34 Let Intent Decide the Model  00:36:57 Think TOF–MOF–BOF: Different KPIs at Every Stage  00:39:16 Bridge Online & Offline: Tie Every Sale to an Identifier  00:42:18 Offline Ads? Start from Test Drives, Not TV Ratings  00:45:26 Black-Box Models? Hard Pass. I Want Transparent Journeys  00:47:13 Use Last-Click When It Fits—Save Heavy Math for Real Journeys  00:51:26 Experiment Boldly. Be Accountable. Do Both  00:52:59 Start Local, Get Wins, Build a Portfolio  00:55:14 Skip the Textbooks—Follow Practitioners Who Ship  00:56:08 Persistence Beats Brains and Budget—Focus on Outcomes  #MarketingAttribution #DigitalMarketing #MarketingAnalytics #CustomerJourney #BusinessGrowth #MarketingTips #EcommerceMarketing #MarketingStrategy #AdTech #CMOInsights #PerformanceMarketing #DataDrivenMarketing #Entrepreneurship #Growthmindset #MarketingPodcast🔗 Links & Resources:Wicked Reports: https://www.wickedreports.comContraMinds: https://www.contraminds.comSubscribe to our Newsletter: https://blog.contraminds.com🎧 Listen on Podcast Platforms:Spotify: https://open.spotify.com/show/4xceASphmwAjJONTlsvo2YApple Podcasts: https://podcasts.apple.com/us/podcast/contraminds-decoding-people-minds-strategy-and-culture/id1485202972Follow ContraMinds:Twitter: https://twitter.com/contramindsInstagram: https://www.instagram.com/contraminds/LinkedIn: https://www.linkedin.com/company/contramindsFacebook: https://www.facebook.com/contramindsThis episode was made possible by the great folks at MovingWalls. Moving Walls provides a global Adtech platform built by Out-of-home advertising experts, automating the process of planning, buying, executing and measuring OOH campaigns, with a presence across four continents and seven markets. Visit https://www.movingwalls.com to learn more.