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Attribution Best Practices in 2023, Part 2

Episode 53 | Dec. 22, 2022

This is Part 2 of our two attribution episodes and the final installment of season 2! Gaia and Andreah continue to chat with Merkle’s Ilon Weeldreyer, Director, Performance Media, Steve Pomeroy, VP, Analytics, and Jason Meek, Senior Director, Analytics about all things attribution.

Highlights include:

  • What’s the difference between deterministic and probabilistic reporting?
  • Why does Merkle value aggregate-level data modeling?
  • What is Merkle’s Merkury identity resolution?
  • How do marketers know what attribution methods to apply when?
  • How should we optimize performance?
  • Why should you be strategic when you look at success KPIs?


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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

Season 2 wraps up with a deep dive into the world of attribution. Gaia and Andreah continue to interview Ilon Weeldreyer, Steve Pomeroy, and Jason Meek about best practices and Merkle expertise.


  • There are a lot of benefits to using identity-based solutions.
  • Our attribution goal: to make every single channel as effective as possible.
  • With attribution, the value is only as good as the groundwork you lay down.
  • Know your customer lifecycle and the KPIs behind it.
  • Be methodical, persuasive, and consistent – gain clarity on where you’re going.

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