The Muddled Attribution Puzzle Solved: Scott Desgrosseilliers’ 5 Forces
Perpetual Traffic
Tier 11
4.8 • 849 Ratings
🗓️ 17 June 2025
⏱️ 57 minutes
🧾️ Download transcript
Summary
Ralph and Lauren welcome back Scott Desgrosseilliers, CEO of Wicked Reports, to dive into the biggest frustrations plaguing marketers today: accurate attribution. Scott unveils his brand-new “5 Forces” framework, a methodology born out of frustration, testing, and maybe a little time on the toilet—but designed to help marketers and entrepreneurs unlock hidden revenue from their existing data. You’ll learn why most attribution models fail, what metrics actually drive profits, and how to stop flying blind in your media buying decisions. If you’re running multi-million dollar ad spends or just looking to scale smarter, this episode delivers real-world strategies you can implement today.
Chapters:
- 00:00:00 - Kicking Off with Ralph, Lauren, and a Dash of Chaos
- 00:00:25 - Pandemic Flashbacks and Entrepreneurial Resilience
- 00:03:33 - Why Most Marketers Are Still Struggling with Attribution
- 00:05:05 - The Wild Origin Story of the Five Forces Framework
- 00:08:17 - Breaking Down the Five Forces That Will Transform Your Ad Game
- 00:24:04 - How Long Should You Wait to See Real Marketing Results?
- 00:28:35 - Lifecycle Marketing: Unlocking Hidden Growth in Your Funnel
- 00:28:59 - Setting Sales Benchmarks That Actually Mean Something
- 00:29:52 - What Most Marketers Forget to Factor In (That Could Kill ROAS)
- 00:31:56 - Decision Logs: The Secret Weapon for Smarter Ad Budgets
- 00:37:49 - Tweaking Traffic, Budget, and Creative for Maximum Impact
- 00:43:23 - Not All Customers Are Created Equal—Here’s Why That Matters
- 00:46:21 - Final Thoughts: Why the Five Forces Aren’t Just Theory
LINKS AND RESOURCES:
- Unlock Marketing Clarity with The 5 Forces System
- Tier 11 Data Suite
- 5 Forces AI
- Tier 11 Jobs
- Perpetual Traffic on YouTube
- Tiereleven.com
- Mongoose Media
- Perpetual Traffic Survey
- Perpetual Traffic Website
- Follow Perpetual Traffic on Twitter
- Connect with Lauren on Instagram and Connect with Ralph on LinkedIn
Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!
Mentioned in this episode:
Transcript
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| 0:00.0 | You're listening to Perpetual Traffic. |
| 0:05.0 | Are you looking for new audiences for your business? |
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| 0:28.7 | Here's why, 75% plus of 13 to 34-year-olds in over 25 countries use Snapchat. |
| 0:38.7 | 40% of Snapchaters aren't even on TikTok daily. |
| 0:43.0 | And it's not just Gen Ziers. |
| 0:45.2 | In fact, nearly one in four Snapchatters are over the age of 35. |
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| 1:34.4 | Hello and welcome to the perpetual traffic podcast. |
| 1:36.9 | This is your host, Ralph Burns, and the founder of CEO of Tier 11, alongside my amazing co-host. |
| 1:44.2 | Lauren E. Petrulo, the founder of Mongoose Media. |
| 1:47.4 | So glad you joined us here today. |
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