About the session
Attribution reports that nobody trusts tend to share the same shape. The data team builds or models the numbers, marketing is supposed to run on them, but marketing can't interrogate what's underneath or build on top of it. So the numbers get challenged instead of used.
The cost shows up everywhere except the dashboard. Meetings relitigate figures instead of making decisions. The data team fields the same one-off verification requests every week. And teams quietly start keeping their own version of the truth, because nobody fully trusts the shared one.
Trusted attribution isn't a reporting fix, it's a shared foundation: the data team builds it, marketing runs on it. Barbara and Timo will walk through what that foundation looks like in practice, and where a data warehouse fits into it.
What to expect
On-demand attribution webinar
Hosted by Barbara Galiza and Timo Dechau. This recording breaks down what a trustworthy attribution foundation actually requires, and how the work splits between data and marketing once it's built. It's roughly three-quarters presentation, one-quarter Q&A.
Understand what a trustworthy, shared data foundation actually looks like
See how the division of labor between data and marketing works once that foundation exists
Learn what it concretely takes to run attribution, segmentation, and activation from the warehouse
See the reporting gaps other teams run into, and how they got fixed
What we'll cover
The intelligence layer, piece by piece
We'll cover:
- Why a warehouse foundation earns trust that reporting-layer fixes on top of it never quite do
- Identity resolution, and what it takes to stitch a single customer across sources before anything downstream can be trusted
- Modeling attribution logic in the warehouse instead of bolting it onto a BI tool
- Building and activating audiences back into ad platforms from that same foundation
This is a principles-and-architecture session, not a hands-on build: no coding required, though it helps to already know roughly what a data warehouse is and how different sources get ingested and used together. A warehouse foundation isn't a silver bullet, either. It takes real data engineering effort, which is exactly what we'll show.
Who it's for
Built for both sides of the trust gap
Marketing leaders & ops
For teams where attribution reports exist but don't settle arguments, and leadership has started questioning the numbers.
Data & analytics leads
For the people who build or model the attribution data marketing runs on, and are tired of fielding one-off verification requests.
Growth teams
For anyone rebuilding toward a warehouse-centric stack, or wondering why reporting requests keep bouncing between teams.
Especially useful if there's an AI mandate on the table and a shared sense that the data underneath isn't ready for it yet. No coding required, just bring your questions.
Recording details
Watch at your own pace
Duration
60 minutes
Format
On demand
Recorded webinar
Recorded
August 2026
Access
Free
Email required
Presented with RudderStack
This webinar is sponsored by RudderStack, the customer data platform behind the identity resolution and audience activation we'll be walking through.
About the hosts
Barbara Galiza
Barbara leads marketing measurement strategy at Propel. Over the past 10 years she has helped brands like Microsoft, Mollie, and VEED.io answer the question every marketer dreads: what is actually driving results?
Timo Dechau
Timo leads data engineering at Propel. He builds the tracking systems marketing teams wish they could trust, and has done it for companies like Amplitude, Shimano, Cricut, and Audible.