Latest / Ecommerce Playbook: Numbers, Struggles & Growth
Why “Perfect Attribution” Is a Lie (And What Actually Matters)
Most brands are chasing “perfect attribution.”
That’s the wrong goal.
In this episode of the Podcast, Tony sits down with Steve to break down what marketing measurement is actually for — and why accuracy with a capital-T isn’t just impossible, it’s counterproductive.
Using the “Royal Cubit” metaphor, they explain why the purpose of measurement isn’t to find universal truth, but to create a shared reality that allows teams to make confident decisions at speed. From contribution margin at the business level to ROAS targets inside ad accounts, this episode walks through how CTC connects the…
The skinny
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