Performance Marketing: Balancing Attribution, Testing, and Scale with Barrett Cox

In this episode of Data Planet, host Emma Davis interviews Barrett Cox, Director of Performance Marketing at Net32. They explore the complexities of performance marketing in a highly specialized B2B marketplace and how marketers can make smarter decisions when traditional attribution models tell an incomplete story. Barrett shares how Net32 approaches incrementality testing to identify where advertising actually drives additional revenue, why customer segmentation matters when determining where to allocate ad spend, and how the team balances reliable channels with harder-to-measure opportunities such as demand generation, Performance Max, and connected TV. He also discusses the challenges of marketing to a small total addressable market, the risks of blindly scaling campaigns, and why frequency and audience control become increasingly important as budgets grow. Net32 website: ⁠https://www.net32.com/