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 + accountability About Scott Desgrosseilliers Scott 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.com ContraMinds: https://www.contraminds.com Subscribe to our Newsletter: https://blog.contraminds.com 🎧 Listen on Podcast Platforms: Spotify: https://open.spotify.com/show/4xceASphmwAjJONTlsvo2Y Apple Podcasts: https://podcasts.apple.com/us/podcast/contraminds-decoding-people-minds-strategy-and-culture/id1485202972 Follow ContraMinds: Twitter: https://twitter.com/contraminds Instagram: https://www.instagram.com/contraminds/ LinkedIn: https://www.linkedin.com/company/contraminds Facebook: https://www.facebook.com/contraminds This 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.