In this episode of Future Fuzz, we dive deep into marketing attribution with Scott Desgrosseilliers, Founder and CEO of Wicked Reports. With over a decade of experience and billions in ad spend analyzed, Scott reveals how most marketers are relying on broken data, and what to do about it. He introduces the Five Forces Framework, explains why ad platforms over-credit themselves, and breaks down his practical “Scale, Chill, or Kill” methodology to guide data-driven decisions that fuel real growth.

If you’ve ever felt uncertain about which channels are actually driving your ROI, this episode is a must-listen.

Guest Bio

Scott Desgrosseilliers is the Founder and CEO of Wicked Reports, a leading first-party marketing attribution platform built for high-growth e-commerce brands. With more than 10 years in the attribution space, Scott has helped marketers track real customer journeys across platforms and channels, enabling smarter decisions and stronger returns. He’s known for making complex data actionable through frameworks like Scale, Chill, Kill and the Five Forces of Attribution. Scott is also a frequent speaker and advocate for measuring what matters, new customer growth.

Takeaways

• Most ad platforms over-inflate their contributions, especially at the bottom of the funnel.
• “Scale, Chill, Kill” helps marketers make fast, confident budget decisions.
• The Five Forces framework aligns strategy, intention, measurement, and optimization.
• Attribution is about people, not just clicks, track real customer journeys with first-party data.
• You can't improve what you can't measure accurately.
• Don’t just trust ROAS dashboards, verify with neutral, consistent data.
• AI is helpful, but attribution still requires human intelligence and context.
• New customer acquisition must be measured differently than repeat sales.

Chapters

00:00 - Intro: Why Attribution Matters

01:46 - What Wicked Reports Actually Does

02:30 - The Problems with Ad Platform Reporting

03:15 - Measuring, Signaling, and Acting on Data

04:10 - “Scale, Chill, Kill” Simplified

05:30 - Attribution vs. Strategy: Why Most Marketers Miss It

07:00 - How Bad Attribution Hurts Real Growth

08:00 - The Patriots vs. Eagles Scoreboard Analogy

09:40 - The Five Forces Framework Overview

11:00 - Why Intention Must Come Before Measurement

12:30 - Setting Expectations with “Zones”

14:00 - Why the Chill Zone Saves Time and Sanity

15:20 - Pride vs. Results: Knowing When to Kill a Campaign

16:00 - From Outcome to Optimization

17:30 - Fishing in the Right Ad Sets

18:30 - Dealing with Platform Changes and AI Shifts

20:00 - First-Party Data is Your Lifeline

21:45 - Building Content and Long-Term Attribution Assets

23:00 - Where to Find Scott and Wicked Reports

LinkedIn

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