“For me now measurement is really about multiplying the sources of truth. You have to use different methodologies, different techniques to measure different KPIs and make sure that they all align and they all point to the same conclusions — that you're going in the right direction.”

Multiple Sources of Truth Beat Single-Channel Attribution Every Time

Post-privacy, no single attribution model is reliable. Deezer layers last-click MMP data, multi-touch attribution, incrementality geo-tests, brand lift studies, and media mix modeling — then looks for convergence across all signals. If only one tool shows a lift, it's noise. When three or four tools independently point the same direction, it's a real insight worth acting on.