Episode #52: Going Deep into Marketing Mix Modelling and Incrementality - Pranav Piyush
How do we get attribution reporting we can believe in?
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 rigorously, but few stop to consider whether those methods produce conclusions that 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, a marketing analytics platform—we discuss how to apply marketing mix modelling and incrementality testing to understand the effectiveness of any channel or asset.
Pranav and I go deep to explore how these techniques work under the hood and how marketers can achieve a higher level of certainty about causality.
I don’t know whether these are THE answers to our measurement problems. But I do think the touch-based attribution status quo isn’t working, and we need a new consensus on measurement as a discipline.
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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.
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
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