Threading The Needle

Most brands are chasing “perfect attribution.”That’s the wrong goal.In this episode of the Podcast, Tony sits down with Steve to break down what marketing measurement is actually for — and why accuracy with a capital-T isn’t just impossible, it’s counterproductive.Using the “Royal Cubit” metaphor, they explain why the purpose of measurement isn’t to find universal truth, but to create a shared reality that allows teams to make confident decisions at speed. From contribution margin at the business level to ROAS targets inside ad accounts, this episode walks through how CTC connects the entire measurement stack into a single operating system.They cover:Why platform numbers will never match — and why that’s okayHow MMM and incrementality work together (not against each other)The hidden cost of chasing attribution precisionHow to prioritize incrementality tests that actually move revenueWhy shared metrics matter more than “correct” onesWhat better measurement unlocks for upper-funnel and channel expansion in 2026