On this episode of Attribution Nation, Drew Smith sits down with Reed Hansen, Owner and Chief Growth Officer at MarketSurge, to compare how attribution really works across big tech, higher ed, and small business. Reed shares why marketing is a machine, but not a gumball machine, and how execution, time lags, and touchpoints change what you measure and why. They dig into higher ed's dual challenges (partnership vs. enrollment), the messy role of alumni touchpoints and macroeconomics, and the small-biz realities of single-touch wins, affiliates/influencers, and CRM tagging over complex models. Reed explains how incentives can corrupt data (hello, duplicate records), why centralized CRMs beat rogue spreadsheets, and how content and podcasts can lift pipeline even when multi-touch math is thin. If you need pragmatic guardrails to streamline data capture, align incentives, and measure what's actionable, this episode's your blueprint.

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