[Jennifer]

latest from Rand:

Attribution is Dying. Clicks are Dying. Marketing is Going Back to the 20th Century.

[Joshua]

Attribution is Dying. Clicks are Dying. Marketing is Going Back to the 20th Century.

…

What I’m suggesting to you is that digital marketing in 2024 is a lot like marketing in 1964. It is getting the right message that appeals to the right people in the right places and at the right time to the right audience.

And I’m urging you to invest in it and to optimize for it using lift-based measurement and not attribution.

Because attribution fundamentally don’t work anymore. When you make marketing investments based, instead, on knowing who your audience is and where/how you can influence them, you can massively improve your results.

[Patricia]

I mean it’s a nice vague piece about how Google and SEO are dying and how trying to rely too much on analytics is pointless because of privacy laws and Google/Apple trying to hide all the data…

but…

I’m not sure this is a new insight?

I think the AI craze just made more marketers finally realize what’s been obvious for years, that trying to automate and measure everything is pseudo science.

[Joan]

I think it’s appropriate that GA4 was released right before this sentiment went mainstream. Cuz everyone hates it and nobody uses Google Analytics anymore.

[Edward]

quick, everyone cancel your Moz subscription!

[Author]

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