Attribution remains one of the hardest challenges in marketing.

It affects literally EVERYTHING: how we’re perceived as a discipline, the strategies we pick, the activities we decide to do—even how we justify our existence.

B2B companies generally use some combination of first touch, last touch, or multi-touch attribution. They may apply those approaches very diligently and rigorously, but few stop to consider whether those methods are valid and sound.

How do we know whether attribution actually predicts anything? Are we just deluding ourselves? And if we tear down MTA, what do we put in its place?

In today's conversation with Pranav Piyush—CEO of Paramark—we discuss how to apply marketing mix modelling and incrementality testing to understand the effectiveness of any channel or asset.

Thanks to Our Sponsor

Many thanks to the sponsor of this episode - Knak.

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About Today's Guest

Pranav Piyush is the Co-Founder and CEO of Paramark, a platform providing marketing measurement and forecasting for fast-growing businesses. Prior to Paramark, he's held growth and marketing leadership roles for companies like Magento, Pilot.com, and BILL.

https://www.linkedin.com/in/pranavp/

Key Topics

[00:00] - Introduction
[01:45] - Why multi-touch attribution isn’t valid
[07:19] - Why MMM overcomes the limitations of MTA
[11:05] - Correlation vs. causation
[16:00] - Measuring the impact of content
[22:47] - How MMM works under the hood
[27:12] - Running an incrementality test without MMM
[32:26] - Qualitative insights
[37:39] - Incrementality deep dive
[43:07] - Brand
[49:30] - Paramark

Thanks to Our Sponsor

This November, MOps-Apalooza is back in sunny, Anaheim, California, and it's going to be the marketing ops event of the year, packed with hands-on learning from real practitioners.

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Resource Links

Paramark - Stop Guessing, Start Growing: Marketing Measurement Redefined

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Going Deep into Marketing Mix Modelling and Incrementality - Pranav Piyush

RevOps FM

Going Deep into Marketing Mix Modelling and Incrementality - Pranav Piyush