Is your Multi-Touch Attribution (MTA) model lying to you? In this episode of Full Funnel, Rohit talks with Charlie de Thibault, a marketing measurement expert who manages nine-figure budgets and is the founder of Growth Dynamics. Charlie reveals why he abandoned fragile MTA and how it was quietly bleeding margins at major companies like Oracle.Discover the "life after MTA" as Charlie unpacks a powerful toolkit of alternative measurement strategies to uncover the true source of your growth.In this episode, you will learn:✅ Real-world B2B and B2C examples of how MTA massively under-reports channels like Meta & TikTok and misattributes revenue.✅ Why the claim that MTA tracks the "entire buyer journey" is a myth.✅ How targeting that looks efficient in your dashboard can actually suffocate your growth.✅ Session Quality Scoring: A powerful method to evaluate traffic quality without relying on flawed journeys.✅ Self-Reported Attribution: How to use simple survey questions to measure what models can't, including word-of-mouth.✅ How to triangulate data from multiple sources to make confident, multi-million dollar budget decisions.✅ A more accurate, stage-by-stage model for B2B forecasting.✅ A refreshingly honest take on the current limitations of AI in marketing measurement and content creation.If you're a marketer, founder, or analyst ready to move beyond broken attribution models and measure what truly drives profitable growth, this episode is essential viewing.Subscribe to Full Funnel for more insights into building winning marketing strategies! https://newsletter.fullfunnel.media