Paramark

Why are you asking about marketing attribution? To measure marketing's impact? Is it about getting credit? Is it about proving what was sales sourced vs. marketing sourced? Is it to make a point to the CFO? Pranav Piyush was VP Marketing at Bill . com and worked in Growth at Adobe and Dropbox. Today he spends his time trying to help marketers solve the measurement at Paramark; he brings a sharp point of view on attribution, channel performance, and how to actually prove what’s working across your paid media mix. He makes a bunch of these concepts easy to understand, and my favorite principle of his is STOP TREATING YOUR CUSTOMERS LIKE MORONS (all caps). This is a time of year when many marketers are thinking about channel bets and campaigns for 2026, and this is a good episode to revisit from the spring. We covered: • Real-world results from 7 B2B ad campaigns, including branded search, YouTube, billboards, and Performance Max • Why most marketers are misusing the word “test” and how to run true experiments with lift, control, and causality • How even small teams can apply experiment design (on a $10K budget or less) to make smarter spend decisions This was from episode # 259 of "The Dave Gerhardt Show" if you search for it; you can find all episodes on YouTube and Spotify.

Most teams worship the 5% in market. Then growth stalls. The other 95%? That's where your next 4 quarters come from. Sylvia (former CMO, Iru) said she learned this the hard way: She waited too long to invest in brand community. If you start building community only when you need the pipeline, it's too late. It's way harder to do at that point. I get it... starting a community in your early, start-up days feels premature. It's hard to see the immediate value. And the truth is, you won't see it pay off for months. Yes, it's uncomfortable. But brand and community have a long fuse. We have to start building for the 95% earlier than feels rational, so the flywheel is turning when we need it. So, as Sylvia reminded me: we don’t need 10,000 customers to run a community or a user event. Dreamforce wasn’t 100k people on day one. Start ridiculously small. Ten people who care > ten thousand who don’t. Consistency compounds. If starting from scratch, Sylvia said she would: 👉️ Launch a tiny, recurring community touchpoint now (roundtable, office hours). Keep it small on purpose. 📅 👉️ Invest in “helpful for the 95%” content... AKA teach, don’t pitch. Publish consistently. ✍️ That’s it. Just patience, repetition, usefulness, connection. Short term, keep capturing the 5%. But don't forget the 95%. You’ll thank yourself when the “in market” pool refreshes… and they already know you, like you and trust you. Our full conversation capturing her six-year journey at Iru (formerly Kandji) is a good one. Listen to Brandformance, wherever you listen!

Marketing measurement and Thanksgiving have nothing in common, but that's not going to stop us from making some silly jokes... 😂 Happy holidays to everyone. Let's end the year strong. Specially any commerce media buyers working hard through the next few days!

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It's 1997. NBA finals. Utah Jazz v. Chicago Bulls. 76-76. 6 seconds left. Steve Kerr makes the final shot to win it for the Bulls. Who gets credit for the win? Kerr alone, or the 48 minutes of team play that made it possible? 🏀 If we measured the game using last-click attribution, Kerr would be MVP, not Jordan. Looking at who last touched the ball – that one great player – and ignoring everything else? That's exactly how click attribution works in marketing. Sure, that one play looks great on the highlight reel. But it's not what won the Bulls a championship. Figuring out what did lead to a win requires a full-picture view of the game and its players, not just clutch plays. It's why marketers use another tactic to get a better, complete view of their entire marketing strategy: Marketing Mix Modeling and Incrementality Testing. MMM is a statistical approach to figure out which parts of your marketing mix are actually driving sales, and by how much. MMM uses clear data to show exactly what changed, and why the scoreboard moved. Incrementality Testing, as the name suggests, allows you to test hypotheses by making controlled changes. Don't be that last-click coach, ignoring all the picks, passes and hustles that came before. Spend smarter, grow faster. That's how modern marketing teams win 🏆️

Some marketers are going from “we think” to “we know”. Leaders like Nick Churcher at Scribe use Paramark to reveal what’s working, why it’s working, and where their next dollar should go. See what others can’t. Act before they do. Book a demo: https://lnkd.in/gHrwaSFM