Third-party attribution is lying to you. Here’s what to do about it.
A joint webinar from Mertanen Analytics and Eyk.
Tuesday 1 September 2026 11:00–12:00 (EEST) · 60 minutes · Online · Free
Growing profitably in e-commerce means knowing which spend actually works. But third-party attribution models are biased, blind to your order data, and increasingly unfit for an operating model where AI agents make the decisions. In this session, Petri Mertanen, Analytics Consultant and Alain Odijk, CEO and Co-Founder of Eyk, make the case for owned, first-party data infrastructure — and show what it looks like in practice.
What we’ll cover:
- Tinkering your way to profitable growth. How acquisition, retention and profitability each move the bottom line, and why they need to be hypothesised, optimised and analysed daily rather than reviewed monthly.
- Where third-party attribution breaks down. The built-in biases, the missing order-level detail, and what that costs you in misallocated budget.
- First-party data-driven attribution, plus views. How this model addresses those flaws, and how to use it to optimise CPA.
- The agentic AI operating model. Real examples of agentic working becoming standard in e-commerce marketing, operations and strategy — and the problems it creates.
- Why owning your data is non-negotiable. How a BigQuery warehouse with a solid dimensional model, a context layer and proper access management becomes the AI command centre of the future.
Who should attend:
E-commerce leaders, growth and performance marketers, and data teams who are making budget decisions on numbers they don’t fully trust.
Save your seat:
Can’t make it live? Sign up anyway and we’ll send you the recording.