Using AI and Attribution To Turn Marketing Data Into Profit With Scott Desgrosseilliers

Scott Desgrosseilliers is the CEO of Wicked Reports, a SaaS company that helps small to midsize businesses accurately track and optimize multi‑touch marketing attribution across paid ads, email, SEO, and offline channels. He founded the company in 2015 after building a custom ROI-tracking system for a friend’s e‑commerce business, then scaled it into a full platform that integrates deeply with Facebook and Google Ads. Under his leadership, Wicked Reports has grown profitably to several million in annual recurring revenue with around 28 employees and remains bootstrapped to focus on sustainable, data-driven growth. In this episode…Marketing platforms often make it look like your ads are crushing it — but are they really? Inflated ROAS, misattributed conversions, and murky data leave business owners and marketers flying blind. What if there were a smarter way to track your marketing performance and turn data into profit? According to Scott Desgrosseilliers, a pioneer in marketing attribution and optimization, the key is aligning your measurement strategy with your business goals using clean data and AI. He highlights that while accurate data is essential, what you do with it determines your growth. Scott emphasizes the importance of understanding top-of-funnel cold traffic performance, setting expectations before launching campaigns, and using “Scale Chill Kill” zones to guide spend decisions. The result is actionable insight that empowers smarter, faster marketing decisions and eliminates guesswork. In this episode of Truth About Social Ads, host Jason Smith sits down with Scott Desgrosseilliers, CEO of Wicked Reports, to discuss using AI and attribution to turn marketing data into profit. They break down the Five Forces framework, explain how to fix flawed Meta reporting, and demonstrate why customer segmentation matters. Scott also shares how agencies and in-house teams can use data to make better decisions and look smarter doing it.