Maybe last-click attribution does suck and doesn't represent reality. But just maybe it's "good enough" to optimize on. We chat attribution, insights, AB testing, and more with Lenette Yap, senior UA manager at Inkitt. 

Then we get into the really interesting stuff: naming conventions.

(Sound dull, I know, but we make it fun. And they are actually unbelievably important to get right.)

Along the way we meet Dogtor Dre (you read that right) ... the poodle with his own Instagram account, discuss why AB testing is awful and horrible and necessary, and chat about how and when marketers need to follow their guts.