In this episode of the Marketing Scientist Podcast, Pranav Piyush, CEO of Paramark, breaks down the flaws of traditional marketing attribution and why Incrementality Testing is the key to smarter budget decisions. He explains why Multi-Touch Attribution (MTA) often misleads marketers, how Marketing Mix Modeling (MMM) compares, and why most brands are wasting money on ad spend without realizing it.

Pranav shares insights on why marketers should rethink their brand search ad spend, how to run effective marketing experiments, and the role of causality in measurement. He also discusses how top brands are using incrementality testing to prove real ROI, optimize budgets, and drive efficient growth.