{
  "version": "1.2.0",
  "chapters": [
    {
      "title": "Intro\r",
      "startTime": 0,
      "endTime": 33
    },
    {
      "title": "About Ron\r",
      "startTime": 33,
      "endTime": 174
    },
    {
      "title": "Rethinking the role of multi-touch attribution\r",
      "startTime": 174,
      "endTime": 339
    },
    {
      "title": "Understanding the value of path to conversion\r",
      "startTime": 339,
      "endTime": 567
    },
    {
      "title": "Defining incrementality in marketing\r",
      "startTime": 567,
      "endTime": 823
    },
    {
      "title": "Focusing on the right marketing metrics\r",
      "startTime": 823,
      "endTime": 972
    },
    {
      "title": "Why marketers struggle with attribution\r",
      "startTime": 972,
      "endTime": 1053
    },
    {
      "title": "Overcoming the flaws of MTA with 1st party data\r",
      "startTime": 1053,
      "endTime": 1465
    },
    {
      "title": "When to use MTA vs MMM vs Incremental experiments\r",
      "startTime": 1465,
      "endTime": 1737
    },
    {
      "title": "Why startups should avoid overcomplicating measurement early on\r",
      "startTime": 1737,
      "endTime": 1949
    },
    {
      "title": "What if we just stopped reporting on marketing\r",
      "startTime": 1949,
      "endTime": 2073
    },
    {
      "title": "The value of delayed holdout tests \r",
      "startTime": 2073,
      "endTime": 2157
    },
    {
      "title": "Does everything NEED to be a test?\r",
      "startTime": 2157,
      "endTime": 2407
    },
    {
      "title": "Understanding time-based and geo-based testing\r",
      "startTime": 2407,
      "endTime": 2643
    },
    {
      "title": "The power of a clean data warehouse for measurement\r",
      "startTime": 2643,
      "endTime": 2965
    },
    {
      "title": "Balancing career and family as a founder\r",
      "startTime": 2965,
      "endTime": 3090
    },
    {
      "title": "Outro",
      "startTime": 3090,
      "endTime": 0
    }
  ]
}