"We're cutting the podcast budget. No direct attribution." This is how brands lose momentum. Not overnight. But slowly, one "unprovable" channel at a time. I get it. Attribution matters. We need to know what's working. But we've swung too far. 𝗬𝗼𝘂𝗿 𝗯𝗲𝘀𝘁 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀 𝗱𝗼𝗻'𝘁 𝗰𝗼𝗻𝘃𝗲𝗿𝘁 𝗳𝗿𝗼𝗺 𝗼𝗻𝗲 𝘁𝗼𝘂𝗰𝗵𝗽𝗼𝗶𝗻𝘁. They see you everywhere. They hear about you from friends. They finally buy when they're ready. Not when your dashboard says they should. The strongest brands I know balance both: → Performance channels they can measure → Brand channels they can't They track what's trackable. They invest in what's valuable. They know these aren't always the same thing. Because the customer who clicks your Google ad? They probably heard you on that podcast first. Saw you in their social media feed eight times. Asked their colleague about you over coffee. Attribution tools are getting better. But they'll never capture everything. And if you only invest in what you can perfectly measure, you're leaving growth on the table. I'm curious: What marketing channel do you believe in but can't quite prove?
It’s funny as consumers, we know we buy from brands we trust. But as marketers, we forget that trust doesn’t fit neatly into a spreadsheet.
It’s like forgetting that trust and recall are the real drivers of conversion. Podcasts, PR, and word of mouth fill the top of the funnel even if your CRM can’t see it.
Funny how the channels we can’t perfectly track are often the ones doing the real heavy lifting. Brand isn't built in dashboards — it's built in impressions you’ll never see.
Perfect illustration of why “measure everything” breaks down - some channels drive memory, not clicks, and memory compounds
We're all searching for the perfect Attribution Blueprint, but the customer experience is multi-touchpoint, not single-click. Great brands know these channels are symbiotic.
If finance only funds what’s perfectly provable, they’ll always underfund what’s actually powerful
Investing in brand-building channels even without perfect attribution is where long-term growth quietly compounds. Chase Dimond
Your next best customer is listening. But not clicking… yet
It really does feel like you only notice the value of brand when it’s been cut and the room goes quiet
I'm curious: What marketing channel do you believe in but can't quite prove?