Always Be Testing
#75 Unlocking Affiliate Marketing ROI with Media Mix Modeling | Pranav Piyush, CEO | Paramark.com
11 Mar 2025
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.
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