At Twilio SIGNAL 2025, I had the privilege of sitting down with Deborah Holstein, Chief Growth Officer at Rocket Lawyer, for a fireside chat titled “How Multi-Touch Attribution (Done Right) Unlocks What’s Really Happening in Your Growth Funnel.”
The premise was simple: your customer data platform (CDP) organizes information. But unless that information is tied to true multi-touch attribution, what you’re left with is “organized noise.” It’s tidy. It’s tracked. But it’s not helping you grow.
That conversation—real, unscripted, and deeply tactical—hit a nerve. And just a few hours later, we were able to share that Attribution had been officially named one of only two Preferred Partners by Twilio Segment. We joined Amplitude as their sole recommended platforms for attribution and analytics, respectively.
This wasn’t just a proud product moment—it was a validation of everything we’ve been building toward. And I want to explain why it matters.
Why This Partnership Matters
Twilio Segment is the backbone of modern customer data. It powers tracking, routing, and synchronization across hundreds of tools. But visibility—real, granular insight into what’s working and what’s not—requires more than just good pipes. You need interpretation. Attribution. Signal.
That’s where we come in.
Attribution was selected not simply because of our integration—but because of how deeply we enhance what Segment unlocks:
- Real-time multi-touch attribution: Track every channel, every touchpoint, and every conversion path across web, ads, CRM, and offline.
- Zero-lift implementation: Activate Attribution in minutes via Segment’s native integration—no custom code, no engineering dependency.
- Board-ready metrics: Deliver CAC by channel, payback windows, and LTV:CAC ratios with surgical clarity.
And with this partnership, Attribution will now co-sell with Segment, feature as their recommended solution, and serve as a foundational tool for customers serious about revenue growth—not just data plumbing.
The Rocket Lawyer Breakthrough (and What Deborah Taught Us)
One of the most memorable moments at SIGNAL 2025 came during my fireside chat with Deborah Holstein, Chief Growth Officer at Rocket Lawyer. Deborah isn’t new to growth—she’s led marketing at Dropbox, Betterworks, and Hightail. But even with her deep experience, she called Rocket Lawyer’s integration of Attribution + Segment “transformational.”
Here’s what happened.
Rocket Lawyer was already using Segment to streamline customer data across systems. It helped them track, tag, and organize events. But the story stopped there. There was no visibility into what those customer journeys actually meant in terms of “true” ROI, CAC, CAC Payback, or LTV:CAC. Segment was doing its job, but the insights were stuck in isolation.
Once Attribution was layered in, everything changed.
“One of the things when I joined Rocket Lawyer, and I’ve done this in prior roles as well,” Deborah noted, “was really to make sure that you have that data that is complete and accurate.”
With the CDP in place, Rocket Lawyer quickly moved from raw data collection to actionable insight—connecting conversion points across the funnel and exposing what was actually driving growth.
Attribution surfaced immediate wins for Rocket Lawyer:
- Channel clarity: They saw exactly which segments had the best payback windows and LTV, allowing them to shift budgets fast.
- Cross-functional alignment: With shared attribution reporting, marketing, product, and finance began speaking the same language.
- Audit-ready accuracy: Attribution made their acquisition funnel auditable, customizable, and cost-trackable—three capabilities Deborah highlighted as non-negotiable in a data-restricted, budget-conscious world.
And this wasn’t a six-month transformation. This was in weeks.
Her story brought our vision to life: that Attribution isn’t just an analytics tool. It’s an operating system for marketing ROI.
Debunking the Attribution Myths
We recently hosted the “Attribution Smackdown” panel, where I moderated a debate with leaders like Aaron Cort (Craft Ventures, ClickUp), Bill Macaitis (ex-CMO at Slack and Zendesk), and Kyle Poyar (Tremont, Growth Unhinged). It was raw, real, and occasionally spicy.
One of the key debates? Whether attribution even matters. Some founders argue you can scale to $100M+ ARR on gut and Google Analytics alone. But in every case, we found the same truth:
- Without attribution, budgets are reactive.
- Without attribution, marketing becomes a guessing game.
- Without attribution, companies miss out on their most efficient growth levers.
This Preferred Partner designation from Segment cuts through that debate. It affirms that attribution—done right—is not optional. It’s foundational.
What “Attribution That Matches Your Bank Account” Actually Means
At Attribution, we’ve long said that we deliver “Attribution that matches your bank account.” That’s not just a line—it’s our north star.
Here’s what that looks like:
- Real CAC, not modeled CAC: We link actual spend from platforms like Meta, Google, LinkedIn, and TikTok to real users tracked in Segment, HubSpot, Salesforce, Shopify, or your CRM.
- Real payback windows: Instead of assuming time-based returns, we measure payback with deterministic accuracy—by cohort, campaign, or even audience.
- Real LTV:CAC optimization: Understand how each channel contributes not just to acquisition, but to retention and revenue expansion.
We don’t believe in vanity metrics. We believe in board-level confidence. If your attribution doesn’t line up with your revenue reports, it’s not attribution. It’s noise.
What Comes Next: Attribution’s Future With Segment
This partnership kicks off a new chapter—not just for us, but for the entire GTM ecosystem that depends on Segment.
Here’s what we’re building next:
- Segment-first templates: Preconfigured integrations, dashboards, and attribution models tailored for common Segment use cases (B2B SaaS, eComm, PLG).
- AI-powered model suggestions: Smart recommendations based on your GTM motion (PLG, PLS, SLG, hybrid) and Twilio Segment Customer AI.
- Cross-team dashboards: Views for marketing, finance, and product that turn attribution into shared language—not competing narratives.
And most importantly: we’re doubling down on speed to value. If you’re using Segment, you can activate Attribution in a day—and see ROI in your next sales cycle.
Final Thought: From Organized Noise to Insight
I’ve been in growth for over two decades—whether launching viral social networks in the 2000s, advising SaaS unicorns in the 2010s, or now leading Attribution through this next wave of AI and privacy-first data infrastructure.
What I’ve learned is this: Visibility creates velocity.
You can’t grow what you can’t see. And until recently, seeing clearly across a multi-touch journey was nearly impossible. Segment fixed the organization. We fixed the attribution.
Together, we’re turning data into decisions—and noise into signal.
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If you’re already using Segment and ready to see your data in full resolution, book a demo with our team. Let us show you what you’ve been missing.