Episode 589 Marketing Attribution and Wicked Reports With Scott Desgrosseillers

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Show Summary

This podcast episode features an interview with Scott Desgrosseillers, the founder of Wicked Reports, a marketing attribution platform. The conversation, hosted by Rob Cairns of Stunning Digital Marketing, focuses on the critical importance of marketing attribution for businesses, particularly those spending at least $10,000 monthly on ads. Desgrosseillers explains that traditional analytics tools like Google Analytics 4 and ad platform reports are often inadequate for providing clear insights, as they are primarily designed to serve the ad platforms’ interests. Wicked Reports, in contrast, aims to offer an accurate “scoreboard” of marketing performance through first-party data attribution and AI-driven insights, helping companies understand their new customer acquisition costs (NCAC) and return on ad spend (ROAS) by analyzing specific campaign goals and data. The discussion also touches on the rising costs of digital advertising, the impact of AI search on traditional search, and the ongoing relevance of platforms like Instagram and email marketing.

Show Notes

Key Discussion Points

The Importance of Marketing Attribution

Scott defines marketing attribution as an “accurate scoreboard of how your marketing is performing.” He explains that most businesses, especially those with products priced over $50, fail because they don’t have proper tracking in place. They often rely on platforms like Google Analytics 4 (GA4) or Meta’s ad reporting, which are designed to serve the ad platform’s interests, not the advertiser’s need for clarity.

• Problem: Businesses spend money on ads without knowing which campaigns or channels are driving sales. They might think their ads aren’t working when, in reality, they just aren’t looking at the right data over the right period.
• Scott’s “Lobster Guy” Story: Scott shares a story about a friend who was selling lobsters online. Initially, the friend thought his Facebook ads weren’t working. However, by tracking the data with a 30-day lens and considering the customer journey, they discovered a 10:1 return on investment. The ad wasn’t converting instantly; it was starting a journey that led to a sale later on through email marketing.

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AI and the Evolving Role of Marketers

Rob and Scott touch on the growing influence of AI and its impact on search and advertising. Scott notes that search is changing, with “6% of all searches” now being “AI zero-click.” This means that getting the first click is becoming even more valuable.

• Top-of-Funnel Marketing: Because AI and ad platforms are so good at finding “warm” or “hot” leads, it’s becoming crucial for marketers to focus on top-of-funnel campaigns to attract new customers. The AI isn’t great at this, so it’s a key area where human expertise is needed.
• AI in Attribution: Wicked Reports uses AI to simplify the process for marketers. Instead of looking at hundreds of data points, their AI provides a simple, bulleted report with actionable advice. It will tell you whether to “scale,” “chill,” or “kill” a campaign based on its performance against your specific goals.

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Critical Metrics and Marketing Strategy

Scott shares some of the most important metrics that businesses should be tracking:

• New Customer Acquisition Cost (NCAC): This metric focuses on the cost of acquiring only new customers, which is a key indicator of true business growth.
• Return on Ad Spend (ROAS): While still valuable, Scott emphasizes the importance of using a trusted source for this data and distinguishing between overall ROAS and first-click ROAS to understand which campaigns are truly driving initial interest.
• Conversion Rate: The percentage of clicks that convert into customers is a crucial metric for evaluating campaign effectiveness.

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Mobile vs. Desktop and the Future of Search

Rob and Scott discuss the shift in device usage, noting that mobile traffic is now significantly greater than desktop traffic. They also discuss how many older people, like Rob’s mother, use iPads or tablets instead of traditional PCs, showing a demographic shift in how people access the internet. They also ponder the future of search with the rise of AI, suggesting that while it won’t completely replace traditional search, it will become a major player.

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Scott’s Parting Advice

• Align your team: Ensure that everyone involved—from budget holders to marketers—agrees on the marketing goals, the KPIs to measure, and the measurement period. This prevents confusion and false conclusions.
• Focus on new customer acquisition: If you want to grow, you must have a clear strategy for acquiring new customers. Scott recommends tracking new customers separately from repeat buyers, as their behavior is different.
• Don’t chase shiny new tools: Once you find a tool that works, stick with it and focus on improving your process. Changing tools frequently can lead to wasted time and effort.

Where to Learn More

To learn more about Scott and Wicked Reports, visit WickedReports.com or connect with Scott on LinkedIn by searching for “Wicked Reports Scott.”