One thing marketers trust too much

0:00The Voices of Search podcast is a proud member of the I Hear Everything podcast network. Looking to launch or scale your podcast? I Hear Everything delivers podcast production, growth, and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit IHearEverything.com. Welcome to the Voices of Search podcast, a member of the I Hear Everything podcast network. Ready to expedite your company's organic growth efforts? Sit back, relax, and get ready for your daily dose of search engine optimization wisdom. Here's today's host of the Voices of Search podcast, Jordan Cooney.

0:42I'm Jordan Cooney, and joining me today is Chester Scott, Chief Strategy Officer at UNIO. What's one thing marketers are trusting too much? I would say their own measurement capability. And that's not every advertiser. As an industry, we've been complacent around measurement. We've largely relied on last click attribution. Time for a one minute break to hear from our sponsor, Previsible. So you're looking for SEO help and you got a couple of options. You could start replying to spam from agencies that claim they can get you to rank number one on Google. You can pay an hourly rate for a consultant who will inevitably nickel and dime you with hourly charges, or you can work with a cookie cutter agency to quickly launch a strategy-less project with low success rate.

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2:34It's fundamentally flawed. It overcredits certain channels. It undervalues others. in order for us to be able to drive overall effectiveness, for us to be able to drive real improvements, we first have to solve the measurement problem. If we solve the measurement problem, everything else upstream can be more effective.