00:00 Introduction
03:29 Episode One: Getting Started
04:44 Cody's Google Doc Conspiracy Theory
08:06 The Importance of Attribution and Measurement
13:08 Why Attribution is a Hot Button Issue
22:12 Challenges of Attribution
25:47 Consistency in Measurement
28:06 The Value of One-Day Click Attribution
34:19 Establishing Channel-Level Goals
36:58 Understanding Incrementality and its Importance
38:13 The Role of Post-Purchase Surveys
40:22 The Art of Triangulation
42:43 The Value of Post-Purchase Surveys
44:13 The Usefulness of First Heard About Survey Questions
46:44 Debunking the Anti-Post-Purchase Survey Stance
59:44 Understanding Incrementality and its Effect on the Business
01:09:25 Non-Click Traffic and Brand Search
01:13:16 Scaling Channels and Objectives
01:14:08
Misconceptions about Channel CAC
01:19:07 Ongoing Discussion on Attribution

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