📊 Multi-touch attribution (MTA) is Having a Moment

Brad Redding, Feifan Wang, and I dive into the state of MTA today and where it's going.

🎯 What’s changed in the past year in attribution expectations and tooling
🎯 The real-world complexity behind UTM data, funnel depth, and session gaps
🎯 Why many brands are still flying blind despite better tools
🎯 Building a lean, modern MTA tech stack that doesn’t cost $15K/month
🎯 Creative ways brands are DIY-ing attribution
🎯 The rise of AI-driven analytics agents—and how brands should prepare
🎯 Why clean data and naming conventions still win over "black box" views