{
  "version": "1.2.0",
  "chapters": [
    {
      "title": "– Intro to Pranav\r",
      "startTime": 0,
      "endTime": 315.21
    },
    {
      "title": "– The Purple Cow mindset: why differentiation matters more than ever\r",
      "startTime": 315.21,
      "endTime": 415.21
    },
    {
      "title": "– Pranav’s background (PayPal, Dropbox, Adobe, BILL → Paramark)\r",
      "startTime": 415.21,
      "endTime": 480.21
    },
    {
      "title": "– “Measurement is Robin. Creative is Batman.”\r",
      "startTime": 480.21,
      "endTime": 555.21
    },
    {
      "title": "– Why click/touch attribution is flawed and misleading\r",
      "startTime": 555.21,
      "endTime": 765.21
    },
    {
      "title": "– The 95/5 rule: most of your audience isn’t in-market…yet\r",
      "startTime": 765.21,
      "endTime": 930.21
    },
    {
      "title": "– How top brands (Asana, DoorDash, P&G) measure beyond attribution\r",
      "startTime": 930.21,
      "endTime": 1015.21
    },
    {
      "title": "– What is incrementality and why it’s more useful than attribution\r",
      "startTime": 1015.21,
      "endTime": 1155.21
    },
    {
      "title": "– Why revenue isn’t always the right KPI - especially in long sales cycles\r",
      "startTime": 1155.21,
      "endTime": 1275.21
    },
    {
      "title": "– Intro to marketing mix modeling (MMM) and how it works\r",
      "startTime": 1275.21,
      "endTime": 1395.21
    },
    {
      "title": "– Visualizing baseline vs. incremental impact on pipeline\r",
      "startTime": 1395.21,
      "endTime": 1470.21
    },
    {
      "title": "– Geo testing: how to prove a channel’s impact without attribution tools\r",
      "startTime": 1470.21,
      "endTime": 1590.21
    },
    {
      "title": "– The branded search trap: why you should test turning it off\r",
      "startTime": 1590.21,
      "endTime": 1805.88
    },
    {
      "title": "– Even Meta, Google, LinkedIn admit attribution is flawed\r",
      "startTime": 1805.88,
      "endTime": 1850.88
    },
    {
      "title": "– How to measure untrackable stuff (organic, content, social)\r",
      "startTime": 1850.88,
      "endTime": 2060.88
    },
    {
      "title": "– Why “credit” kills performance\r",
      "startTime": 2060.88,
      "endTime": 2170.88
    },
    {
      "title": "– Measurement for startups\r",
      "startTime": 2170.88,
      "endTime": 2345.88
    },
    {
      "title": "– What to do if all you track is closed-won revenue\r",
      "startTime": 2345.88,
      "endTime": 2450.88
    },
    {
      "title": "– Why attribution software is overkill under $100K in spend\r",
      "startTime": 2450.88,
      "endTime": 2525.88
    },
    {
      "title": "– Should you ask “How did you hear about us?”\r",
      "startTime": 2525.88,
      "endTime": 2690.88
    },
    {
      "title": "– How to carve out budget for channel testing\r",
      "startTime": 2690.88,
      "endTime": 2850.88
    },
    {
      "title": "– Don’t skip audience research\r",
      "startTime": 2850.88,
      "endTime": 3050.88
    },
    {
      "title": "– Creativity is still your #1 growth lever (measurement just supports it)\r",
      "startTime": 3050.88,
      "endTime": 3140.88
    },
    {
      "title": "– Wrap-up and final takeaways",
      "startTime": 3140.88,
      "endTime": 3275.23
    }
  ]
}