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 SponsorMany thanks to the sponsor of this episode - Knak. If you don't know them (you should), Knak is an amazing email and landing page builder that integrates directly with your marketing automation platform. You set the brand guidelines and then give your users a building experience that’s slick, modern and beautiful. When they’re done, everything goes to your MAP at the push of a button. What's more, it supports global teams, approval workflows, and it’s got your integrations. Click the link below to get a special offer just for my listeners. Try Knak 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 SponsorThis 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. This is the only truly community-led tech-agnostic MOPS conference out there. It's got the best speakers, the best networking, the best social events, and maybe even a trip to Disneyland. This isn't your 50,000 person tech company conference. It's an intimate gathering of folks who are in the trenches every day. Registration is capped at 700 attendees, and tickets are going fast. MOps-Apalooza 2024 Resource LinksParamark - Stop Guessing, Start Growing: Marketing Measurement Redefined Learn MoreVisit the RevOps FM Substack for our weekly newsletter: Newsletter