I sat down with Barbara Galiza, co-founder of Propel, to unpack why marketing attribution is broken, and what to do about it. We dig into why MMM has a monopoly on budget decisions, why direct mail keeps getting undervalued, and how out-of-box attribution tools miss the context that actually drives business outcomes. Along the way: a matchback brain teaser involving apartment numbers, why attribution is really just politics, how Apple's ATT changes destroyed mobile measurement, and whether we should flip the data ecosystem so consumers hold the power. If you've ever fought to prove a channel's worth, this one's for you.
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