Hitchhiker’s Guide to Marketing Analytics Season 3 Episode #3

8 Things You Didn’t Know (But Should!) Attribution Could Do

with Elizabeth Dolan and Nadia Davis

About the Event

In the third episode of Season 3 and 2026 on Hitchhiker’s Guide to Marketing Analytics, Nadia Davis is joined by Elizabeth Dolan, Senior Marketing Operations Manager at Fleetworthy.

Most marketers treat attribution like a glorified receipt—a way to prove they spent money and didn’t lose it. But as Liz puts it:

“If you are using attribution just to prove that marketing is doing something, you’ve got a PR problem. Attribution should be used for marketing system optimization.”

If you’re only using data to justify your budget, you’re missing a huge portion of the GTM entire revenue galaxy.

In this session, our guest Liz Dolan will explore 8 unconventional (and unexpected) ways in which she has used attribution models for genuine system optimization – with mind-blowing results with direct business impact.

From validating your true ICP through engagement patterns to predicting sales win rates and mapping the “Buying Group” architecture, she’ll show you how to turn data fragments into a roadmap for growth. Join us to learn how to stop tracking “what happened” and start orchestrating “what happens next.”

Watch the full session on demand

Virtual Event

On-demand replay available

Mary Batchelder

Mary is the Director of Revenue Marketing at CaliberMind. With over 10 years experience in marketing operations, demand generation, and social media marketing, and ABM, she has a unique perspective on everything from links in comments to attribution models.