Multi-touch Attribution Models with Dan McGaw

Recently Keith chatted with Dan McGaw, the founder and CEO of McGaw.io, formerly known as Effin Amazing, a marketing technology and analytics agency. Dan is also the creator of UTM.io, a campaign management and data governance tool.

McGaw (the guy, not the company) explains his process for his clients: where he starts, what he recommends for his new customers, and how he navigates the information he collects from that customer’s site analytics. Dan also discusses the process of measuring a business’s touchpoints and the significance of each touchpoint.

A lot of what McGaw (the company, not the guy) does is help you with governance. What is governance? It’s like the glossary for your website, or even sometimes your entire company. How should an organization be referring to social media websites? What vocabulary should one be using in marketing copy and how can an entire company stay consistent with those words? Dan answers these questions and more.

You’ll also hear Dan tease a second book while promoting his first, Build Cool Sh*t. Build Cool Sh*t is for the CEOs and the CMOs of a company; Dan skipped all the fluff and got right down to the information that marketers like you are seeking when you buy the guide.

In this interview with Dan, you’ll learn about:

• The importance of governance
• The significance of measuring your business’s touchpoints
• Why accepting imperfection is key to understanding the limits of your data source
• Build Cool Sh*t, Dan’s first book

McGaw (the guy AND the company) can be found here: https://mcgaw.io/