Rand Fishkin breaks down the death of attribution and how zero-click marketing and customer empathy is reshaping digital strategy.

The ground is shifting beneath marketers’ feet—and many haven’t even realized it yet.

If you’ve been relying on attribution modeling to justify your marketing efforts, Rand Fishkin has a clear message for you: it’s time to rethink everything. In a recent episode of Insights Unlocked, the SparkToro co-founder and longtime marketing truth-teller sat down with UserTesting’s Mike McDowell to unpack the demise of attribution, the rise of zero-click marketing, and how to actually understand customer behavior in a data-restricted world.

This episode wasn’t just about changing tactics—it is a call to rewire how we think about success in marketing. Let’s dive into what’s behind the death of attribution and why empathy and behavioral insight are becoming marketers' new competitive edge.

Listen now and tell us your thoughts below.