Attribution is easy to talk about—but notoriously hard to get right. At Cloudera, we ran into the same pain many B2B marketing teams face: a patchwork of systems that couldn’t keep up with modern user behavior or reporting needs. Campaign sprawl, race conditions, poor visibility into UTMs… we had it all.

So we rebuilt it. Here’s how.

In the growth engineering world, big wins often come from small changes—if you have the right infrastructure and mindset. I’d like to share a recent example of how a carefully targeted UX experiment on one of our marquee corporate-level events led to a significant, measurable pipeline boost.

THE CHALLENGE: HIGH FRICTION, LOST CONVERSIONS

Analyzing our site analytics data (using Adobe Analytics), we saw…