Guest Marketing Expert, Scott Desgrosseilliers joins Jade Terreberry to unpack the real-world impact of multi-touch attribution (MTA) has on EVERY industry and why it’s no longer optional for businesses who want to protect their spend and grow market share. From lobster sales to car buying journeys, Scott shares how tracking the full funnel leads to smarter decisions, better conversions, and fewer blind spots.
Guest Expert:
Scott Desgrosseilliers
CEO
Wicked Reports
Resources Mentioned in the Episode:
Cox Automotive + Perficient Whitepaper – From Click to Car Sale: Measuring Marketing that Matters
Top Takeaways:
Ad platforms can’t be your source of truth: Relying on Meta or Google to measure success is like letting the fox guard the henhouse—dealers need unbiased attribution tools.
Start with the top of the funnel: Understanding how shoppers first engage – before they submit a lead or visit the store – is key to driving conversions.
Use the “Scale, Kill, or Chill” framework: Scott’s three-pronged strategy helps marketers decide where to invest, where to pause, and where to maintain spend.
Focus on key conversion points like test drives: Tracking how shoppers get to high-impact moments like test drives can reveal which channels are truly working.
Lead volume alone is misleading: Dealers must stop using antiquated ways to analyze what’s working (such as cost per lead) and instead measure conversion rate by source to identify which channels are delivering real results.
Timestamps:
0:00 – 1:21 – Introduction
Jade introduces Scott and previews the conversation on multi-touch attribution.
1:21 – 4:13 – Wicked Reports and the Lobster Story
Scott shares how tracking delayed conversions helped a lobster business turn losses into 10X ROI—and how that applies to automotive.
4:13 – 5:29 – Why Cox Automotive Commissioned the White Paper
Jade explains the motivation behind the marketing measurement study and its urgent recommendations for dealers.
5:29 – 8:48 – Why Ad Platforms Can’t Be Trusted for Attribution
Scott explains why dealers need independent tools to track the full customer journey and the advantages they can expect to have.
8:48 – 9:36 – 62 Touchpoints and the Click-to-Close Journey
Jade shares white paper findings and Scott introduces his “Scale, Kill, Chill” strategy.
9:36 – 11:06 – How to Start with MTA
Scott recommends starting with one or two key touchpoints making a real difference and building from there.
11:06 – 13:16 – What to Track and Why It Matters
Focus on the full journey of touchpoints and overlay paid activity to understand what’s driving conversions.
13:16 – 14:39 – Final Advice for Lead-Only Dealers
Scott urges dealers to stop using cost per lead vs. actual conversion rate by source to stop wasting spend.
14:39 – 16:20 – Closing Thoughts
Jade wraps up with a call to action to download the white paper and connect with Scott.
