Garbage In, Garbage Out: How Bad UTMs Wreck MAP, CRM & CDP Attribution with Dan McGaw

Ops Cast

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Ever feel like your marketing data is giving you half-truths? You're not alone. In this eye-opening conversation with Dan McGaw, founder and CEO of UTM.io, we dive deep into the critical but often overlooked foundation of all marketing attribution: UTM parameters and proper data governance.
We explore the real challenges marketing ops professionals face in implementing consistent UTM parameters across global organizations. Dan shares practical insights on how to transform your approach from the ubiquitous "UTM spreadsheet" to more robust systems that enforce taxonomies and ensure data quality. His advice comes with empathy for the marketing ops professionals caught between demanding VPs and busy campaign managers who "just want to get their job done."
Whether you're struggling with attribution models, considering a CDP, or simply trying to bring order to chaotic UTM parameters, this episode offers practical wisdom from someone who's seen it all. Dan's parting advice? Start with a spreadsheet to solve 85% of the problem, then iterate until you're ready for specialized tools. It's a refreshing reminder that sometimes the simplest solutions lay the groundwork for sophisticated attribution strategies.
Ready to bring order to your marketing attribution? Listen now and discover the power of proper data governance.

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Chapters

1. Introduction and Guest Introduction (00:00:00)

2. UTM Importance in the Age of AI (00:02:28)

3. The Problem with Walled Gardens (00:04:48)

4. UTM Implementation Challenges and Solutions (00:11:28)

5. Gamification for UTM Adoption (00:18:43)

6. CDPs in B2B Environments (00:29:08)

7. Attribution Problems and Field Marketing (00:36:23)

8. Open Text vs. Pick Lists Debate (00:41:23)

9. Building Solutions and Final Thoughts (00:48:03)