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Attribution Best Practices in 2023, Part 1

Episode 52 | Dec. 9, 2022

In Part 1 of our two Attribution episodes, Gaia and Andreah are joined by Merkle experts Ilon Weeldreyer, Director, Performance Media, Steve Pomeroy, VP, Analytics, and Jason Meek, Senior Director, Analytics. The guests discuss the age-old problem of attribution and what it looks like today.

Highlights include:

  • What is last-touch attribution?
  • What goes into choosing an attribution model? 
  • How does attribution account for how long media is effective in the market? 
  • Why do we work with all layers of attribution?
  • How can marketing and finance teams work better together?


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Episode Details


Manager, Customer Strategy
SEO Associate Director


Director, Performance Media
VP, Retail Lead Analytics, Merkle
Senior Director, Analytics

Episode Notes

Guests Ilon Weeldreyer, Steve Pomeroy, and Jason Meek share their analytics and performance media expertise with Gaia and Andreah, chatting about the common benefits and pitfalls of attribution in modern marketing.


  • It’s best practice to use an ad server with your digital program.
  • Attribution is not one-size-fits-all.
  • You may be overvaluing your click data.
  • Attribution is a collection of different tools – one approach probably doesn’t cut it.

Episode Video