“Using AI and Attribution To Turn Marketing Data Into Profit With Scott Desgrosseilliers
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Scott Desgrosseilliers is the CEO of Wicked Reports, a SaaS company that helps small to midsize businesses accurately track and optimize multi‑touch marketing attribution across paid ads, email, SEO, and offline channels. He founded the company in 2015 after building a custom ROI-tracking system for a friend’s e‑commerce business, then scaled it into a full platform that integrates deeply with Facebook and Google Ads. Under his leadership, Wicked Reports has grown profitably to several million in annual recurring revenue with around 28 employees and remains bootstrapped to focus on sustainable, data-driven growth.

Here’s a glimpse of what you’ll learn:

[2:54] Scott Desgrosseilliers explains why accurate data alone isn’t enough for marketing success
[6:18] Why Meta’s last-click attribution inflates results and misguides top-of-funnel strategy
[8:16] How Wicked Reports segments new versus repeat customers for better campaign clarity
[12:46] The Five Forces framework to simplify measurement and optimize faster
[16:56] How Scale Chill Kill zones help marketers make smarter ad spend decisions
[19:09] Diagnosing failing campaigns using five strategic levers
[23:03] How Wicked Reports simplifies onboarding with live coaching and user-friendly training

In this episode…

Marketing platforms often make it look like your ads are crushing it — but are they really? Inflated ROAS, misattributed conversions, and murky data leave business owners and marketers flying blind. What if there were a smarter way to track your marketing performance and turn data into profit?

According to Scott Desgrosseilliers, a pioneer in marketing attribution and optimization, the key is aligning your measurement strategy with your business goals using clean data and AI. He highlights that while accurate data is essential, what you do with it determines your growth. Scott emphasizes the importance of understanding top-of-funnel cold traffic performance, setting expectations before launching campaigns, and using “Scale Chill Kill” zones to guide spend decisions. The result is actionable insight that empowers smarter, faster marketing decisions and eliminates guesswork.

In this episode of Truth About Social Ads, host Jason Smith sits down with Scott Desgrosseilliers, CEO of Wicked Reports, to discuss using AI and attribution to turn marketing data into profit. They break down the Five Forces framework, explain how to fix flawed Meta reporting, and demonstrate why customer segmentation matters. Scott also shares how agencies and in-house teams can use data to make better decisions and look smarter doing it.

Resources mentioned in this episode

Quotable Moments

“You do need the data to be accurate, but then the work actually begins once the data is accurate.”
“You’re not even getting the right eyeballs, so that’s where we try to start focusing measurement.”
“If you’re above 70, that’s the kill zone; we have to go optimize things immediately.”
“You can’t just decide in four days, oh, my cold traffic isn’t working, and quit.”
“The data will tell you, we’ll give you a map or a compass of where to go.”

Action Steps

Align your marketing goals with a measurement strategy: Ensuring clarity on campaign intent helps you track the right data and drive meaningful results.
Segment new and repeat customers in reporting: Differentiating buyer behavior reveals true acquisition costs and prevents overinvestment in retargeting warm audiences.
Define a clear evaluation window for campaign success: Setting realistic timeframes avoids premature decisions and provides a more accurate performance picture.
Use the Scale Chill Kill framework to guide optimizations: This structured approach reduces emotional reactions and supports data-backed budget decisions.
Automate UTM tracking across all campaigns: Eliminating manual tracking errors ensures complete and consistent data for attribution and analysis.

Sponsor for this episode

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