Join hosts Greg Wise and Charlie Riley as they sit down with Pranav Piyush, founder of Paramark, to dismantle the myths and bad habits around marketing measurement. With a background leading growth at companies like Dropbox, Pilot, and Bill, Pranav shares why most attribution dashboards offer more theater than truth-and how marketers can build a measurement strategy rooted in real science.

In this episode, Pranav explains the flaws in current attribution models, why marketers must embrace the scientific method, and how to run meaningful experiments that uncover the actual impact of channels like out-of-home and podcasts. From battling C-suite expectations to building a culture of testing, this conversation will change how you think about marketing analytics forever.

Key Topics:
-Why 90% of attribution tech delivers no real value
-The role of the scientific method in marketing measurement
-How to balance historical analysis with incrementality testing
-Why most startups fail with their first billboard campaign
-Why 80% of campaigns fail-and why that's a good thing
-Setting the right metrics for your sales cycle and channel mix

Timestamps:
[00:00:04] Meet Pranav Piyush, founder of Paramark
[00:04:10] Why most attribution dashboards are "theater"
[00:09:25] The scientific method in marketing
[00:15:02] MMM vs. incrementality testing explained
[00:21:40] Why most startups shouldn't buy their first billboard
[00:28:30] The 80% campaign failure rate (and why it's normal)
[00:34:55] Measuring out-of-home and podcasts effectively
[00:43:12] How sales cycles shape measurement strategy
[00:48:25] Where to connect with Pranav

Whether you're a CMO under pressure to prove ROI or a marketer frustrated by flawed attribution models, this episode offers the clarity and courage you need to measure what truly matters.