Attribution: The Art and Science of Testing with Jo Davis

Jo is the COO at Sweet Analytics, an analytics suite where you can bring all your data together to get a single customer view, and benchmark against the industry.

Prior to joining Sweet Analytics Jo spent 18 years working at big name retailers in the UK across the fashion and furniture sectors.

In this episode we discuss:

• The basics that you need in place before you even start thinking about attribution
• Why it's important to get the numbers right
• How to avoid the common pitfalls Jo has seen
• The danger of making assumptions and decisions made on errors
• The power of incremental testing

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