Evaluating Marketing Wins Beyond Vanity Metrics | Scott Desgrosseilliers | WR | Bonus Episode

Scott Desgrosseilliers is the founder and CEO of Wicked Reports, a leading first-party marketing attribution platform for high-growth eCommerce brands. With over a decade of experience analyzing billions in ad spend, Scott helps marketers cut through the noise to find what’s really driving ROI. He’s the creator of the 5 Forces System, a proven framework that turns messy marketing data into clear, confident decisions. Before Wicked Reports, Scott led and consulted on database and process management applications at Motorola, Quest Diagnostics, Breck Shampoo, Ovaltine, the Hong Kong 911 department, and Apartments.com. When not leading Wicked Reports, Scott can be found in Marblehead Massachusetts playing pickleball, meditating, or on the boat with the family. In This Conversation We Discuss: [00:00] Intro [02:37] Questioning attribution in marketing [06:44] Debunking “more is better” marketing [07:36] Choosing channels for first campaigns [09:34] Starting funnels with small spend [11:16] Debunking marketing ROI lies [14:24] Navigating attribution for customer journeys [16:51] Distinguishing case studies from reality [19:07] Exploring the Five Forces framework [27:24] Seeing emotional spending on paid ads [27:50] Recording client interaction for accountability [28:53] Highlighting effective AI campaign analysis [31:21] Streamlining insights for effective decisions Resources: Subscribe to Honest Ecommerce on Youtube https://www.youtube.com/c/HonestEcommerce?sub_confirmation=1 Multitouch marketing attribution software https://www.wickedreports.com/ Follow Scott Desgrosseilliers https://www.linkedin.com/in/scottd71/ If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews! Review Link: https://getpodcast.reviews/id/1447700156 Honest Ecommerce is a weekly podcast, community & educational resource providing online store owners with honest, actionable advice to increase their sales and grow their business. Visit https://honestecommerce.com/ for more information. Or get all our content sent directly to your inbox by subscribing to our newsletter: https://honestecommerce.com/pages/newsletter