This week’s episode features a keynote speech by Sidney Waterfall, Senior Vice President of Growth at Refine Labs. She presented at the Full Funnel Summit on How to Measure Demand for the Entire Funnel. 
She explains why it’s time for measurement to change, gives an overview of key terms including Dark Social, Pipe Framework, and Hybrid Attribution before presenting actionable steps for setting up your own Framework. Sidney approaches the topic from a philosophical and data-backed perspective, digging into the root cause of measurement issues and how to improve results in a practical and meaningful way.