In this podcast episode, Pranav Piyush joins the conversation to discuss marketing measurement and incrementality, with a focus on affiliate and influencer marketing. The discussion highlights Media Mix Modeling (MMM) and its growing accessibility through open-source tools and lower costs, positioning it as a key attribution method in the coming decade. The episode explains the difference between attribution and incrementality, contrasting the limitations of multi-touch attribution (MTA) with MMM's cause-and-effect approach. Pranav shares insights on how MMM can help brands assess the impact of various marketing channels, including those that are traditionally difficult to track. Listeners will also gain practical advice on implementing MMM, covering data needs, cost factors, common pitfalls, and real-world success stories. The conversation emphasizes the value of actionable insights and the importance of moving beyond basic dashboards to achieve meaningful business growth.
What is Always Be Testing?
Your guided tour of the world of growth, performance marketing, customer acquisition, paid media, and affiliate marketing.
We talk with industry experts and discuss experiments and their learnings in growth, marketing, and life.
Time to nerd out, check your biases at the door, and have some fun talking about data-driven growth and lessons learned!