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About this episode
Attribution models are failing B2B marketers in today's complex buying journey. Blue Bowen, Research Principal at G2, explains why traditional first-touch and last-touch attribution creates misleading vanity metrics. He recommends using AEO (Answer Engine Optimization) tools like Profound to track LLM visibility and adopting holistic attribution approaches that analyze multiple touchpoint patterns rather than single conversion events.
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Get every episode summarized
Each time MarTech Podcast ™ // Marketing + Technology = Business Growth publishes, we email you a written briefing from the transcript — the topics, who appeared, and any specific claims, with the ad reads skipped.
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